"This ain't your daddy's oil," The American Petroleum Institute announces in this surprise first-quarter ad in Super Bowl LI, the trade group's first in the big game. Created by Omnicom's GSD&M, the ad certainly looks fresher than daddy's oil presumably did, with modern design and bright color.
It still focuses too much on what oil's good for, which as we already know is just about everything except the future of the planet, and only very passingly on the assertion that "Oil runs cleaner."
Industry associations have occasionally visited the Super Bowl over the years, including 1985, when the Canned Food Information Council ran the sci-fi "Brilliance"; 1986, when the American Dairy Association bought time for the musical classic "Cheese, Glorious Cheese"; and 2006, when the Beer Institute struck back against a rising tide of wine with "Slainte."
Directors: Clarice Chin, Andrew Proctor. Production company: The Mill.
Original Music: Eleven Sound. Executive Producer: Melissa Elston. Assistant: Jordan Meltzer. Mixer: Jeff Payne.
BRAND: American Petroleum Institute
QUARTER AIRED: Q1