Martin Agency, Richmond, Va.
ExxonMobil supports teachers. That's the message of this TV spot (and others) that ran during this year's Masters golf tournament. Using country map silhouettes, the images show the U.S. in 25th place in global math scores. Voice-over urges: “Let's raise academic standards across the nation. Let's get back to the head of the class.” ExxonMobil, presenting itself as a science company, then asks viewers to join it in supporting the National Math and Science Initiative. But the spot also induces the nagging suspicion that the message is just a feint, distracting viewers from the reality that ExxonMobil is an oil company—an unpopular thing in many quarters. Rating: 2.5 stars