×

Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

BtoB

ExxonMobil

Published on .

Most Popular
Agency: 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
In this article: