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BRAND CAMPAIGN NEWS: BP deploys press ads to boost brand reputation

BP is running a press ad campaign highlighting its commitment to address the Deepwater Horizon disaster as the anniversary of the oil blowout approaches.

The ads were created by PR agency Ogilvy. Featuring images of the Macondo site with clean water – the result of BP’s clean-up efforts – the ads deploy the strapline, “One year later. Our Commitment continues."

The oil giant states, "From the beginning, BP has taken responsibility for the clean-up. Much progress has been made and our commitment to the Gulf remains unchanged.

"This was a tragedy that should not have happened. Our responsibility is to learn from it and share with competitors, partners, governments and regulators to help ensure that it never happens again.”

The campaign, which is running across national and Sunday press, as well as a number of business publications including The Spectator, New Scientist, Newsweek and The Economist, is due to last until April 26.

Last year, BP suffered as big a PR mishap as the oil spill disaster itself when a fake BT Twitter account was set up.