The damage and disaster of the BP oil spill continues to unfold and the entire Oil and Gas industry has been silent except for Shell Oil. As reported in AdAge, Shell is launching an aggressive ad campaign using print, TV, online, outdoor and two websites, www.energygalaxy.com and www.shell.us/letsgo that push changes, which are at hand with new and cleaner energy sources.

The project that was created by WPP’s JWT out of London has been in the works for over a year according to Patricia Singer, brand manager for Shell Oil Co..

«The campaign is really an expression of Shell’s activity in addressing the energy challenge,» she said. Singer added that in spite of the criticism that the industry is enduring over the crisis in the Gulf of Mexico, the company decided introducing the program was the correct thing to do.

«We realized that in spite of the situation in the Gulf being ongoing, we wanted to launch our campaign as planned because we believe that now is an important time to engage with our customers and stakeholders. It’s important to communicate how we operate, what we need to achieve together and that we all have a role to play in meeting the growing demand and challenge of this new energy future. We saw this as an opportunity to reach out to our stakeholders and customers and continue a dialogue or in some cases start a dialogue,» she continued.

The AdAge report went on to explain that it is unknown at this time if the oil company will allude to the current ecological disaster within its promotions.

Singer said, «Over time this will evolve. But in the meantime we have a diverse set of materials and creative already planned and activated. We will continue to evolve the campaign to continue telling our story as we go forward.»