Valero Energy Corporation has released a new TV commercial of late, and to be honest it really grinds my gears. The spot highlights happy consumers driving across the country and participating in activities like biking, swimming, surfing and fishing.
Where the ad fails is its absolute ignorance to the current fuel situation and consumer’s perspectives in America. The voice over states how Americans have a love affair with driving (which is very true, however I don’t think anyone loves driving now with the current gas prices) and how Valero is great because they have ‘quality gasoline’ and ‘pay at the pump convenience.’ Um, duh!? Doesn’t every gas provider say they have quality gas? And show me a gas station today where you can’t pay at the pump, besides maybe in rural areas.
And if that wasn’t enough, just about all the actors in the commercial are young, probably under 30, who the high gas prices should be affecting the most.
Lastly, and this really kills me, everyone is driving an SUV in the spot!
To be fair, I understand their attempt to remind Americans that yes, driving is a great passion and should remain fun, despite high fuel prices. But I think the spot is about 6 months too late. When gas was around $3/gallon this spot would have been more effective and well perceived.
Check out the video here on Valero’s site as it is no longer available on You Tube. Weird.
