Charlex Lights Up Spots For BP

files/pictures/picture-35.jpgNew York-based Charlex was brought in by British Petroleum to give a face-lift to their image. "The challenge was to make an interesting commercial using only the British Petroleum logo," said Charlex founder and spot director Alex Weil. "It was an idea originated by BP themselves, but nobody has been able to make it sufficiently interesting until we got hold of it. As [creative director] David Fowler put it, ‘The idea went from the trash can to Charlex.’ It’s a good thing too. I think we helped salvage a really good idea." The spot starts out with a green rectangle falling, leading to various shapes joining together to illustrate what the narrator is saying. The commercial was produced for ad agency Ogilvy & Mather.