ExxonMobil gets the job done


Tori spotted this ExxonMobil campaign on CNN, both via a video sponsorship and also via some other online ads on their site.

Sure, it is for petrol, but I kinda like it. This is a damn good example of using the web for corporate brand communications. It isn't risky. It isn't two-way, user-generated, tagged, RSS'd, web 2.0 delightification, but it works.

It gets the job done.

The tone is very good. The music is perfect. Simple yet effective design. Not too branded, but you know who it is coming from. It is very well produced, and post-production value is high. It is scientific, yet understandable. You get to know them. They’re real people doing a real job. Perhaps the nicest thing is the way the conversations segway from person to person. You get the impression that it is a collective consciousness. Borg. They’re all thinking/sayng the same thing. One team, working together, to solve the problems energy of the world.

In addition to the “on-camera” talent, the little interactive vignettes are well-done, simple ... and get the job done.

This was not cheap to create … but it ain't like they're short on cash.