By The Drum Team, Editorial

July 4, 2011 | 2 min read

The first TV campaign from BP in five years is set to roll out to promote its sponsorship of the London 2012 Olympic and Paralympic Games.

Created by Ogilvy & Mather, the 30 second ‘Fuels of the Future’ campaign features athletes from Team GB and aims to improve perception of the brand and is the first it has released since the oil disaster in the Gulf of Mexico last year.

It will run throughout July and be supported by outdoor, digital and print.

Duncan Blake, director of brand at BP commented: “We are proud to show our support for London 2012, and to be working with an incredible group of athletes, all of who are aiming to compete and to achieve outstanding results in the Games.

By providing the advanced fuels and engine oils of today for the official fleet of vehicles and advanced biofuels of tomorrow; offsetting the emissions of the fleet via BP Target Neutral; and also seeking to offset the emissions of all spectators travelling to the Games, this campaign demonstrates how BP is helping to deliver a successful London 2012 Games. The new campaign also communicates how BP is bringing arts and culture to a wider audience through programmes such as the Cultural Olympiad and helping to inspire young people through initiatives including the Young Leaders programme," he added.

Production on the TV advert was handled by Knucklehead.

Bp Ogilvy & Mather

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