BP Say Hey Make Gas Stations A Little Better

British Petroleum (BP) launched an advertising campaign this month featuring a series of animated cartoons. Three television commercials, Fuels, Babies and Lighthouse, were launched on April 4 as a central part of a campaign designed to show BP’s renewed commitment to make things ‘a little better’ for their customers. The TV ads, along with print, point-of-sale and internet advertising, are centred on a cast of animated characters whose lives connect with the BP gas station.

BP Say Hey commercial

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The Say Hey campaign was developed at Ogilvy & Mather, New York, by creative director David Fowler, art director Don Miller, copywriter Ryan Ingram, senior producer Maria Garelli, management supervisor Thomas Teare.

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Animation was produced at Mekansim, San Francisco, under the direction of Ian Kovalik, executive producer Jason Harris, producers Chris Weldon and Melissa Duggan. Editorial and post production staff included illustrator Richard Krolewicz.

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Mekanism was approached by Ogilvy & Mather to help launch a new retail brand advertising campaign and deliver the right look and feel for BP’s signature identity. Looking for clean, strong, and simple, almost 1960’s-style design scheme that would really stand out on television, Ogilvy was drawn to the success of Mekanism’s previous design and animation work with Napster.

Mekanism executive producer Jason Harris notes that, “The great thing about this campaign is that the characters are not only starring in the spots, but will be seen online, at retail locations, outdoor ads, and ultimately will find their way onto hats, stickers, bags, and other merchandise found at BP stations all over the world.”

Message of the BluesAdditional post production/effects were done at Juicebox Animation by animators Cliff Mueller, Oliver Moore, executive producer Alex Brownell.

Music was composed by Andrew Feltenstein and John Nau at Beacon Street Studios, Venice LA. Feltenstein and Nau, through Beacon St, have released another (longer) version of the song, LA, as performed by Message of the Blues. The track can be downloaded for a fee from the MySpace site.

Audio Post was done at Lime, Eleven and Audio Engine.