New York-based Charlex, a design and effects post production boutique, has created a unique commercial to communicate the new face British Petroleum is presenting to the world.

The BP spot introduces a new alliance of familiar names (Amoco, Arco, and Castrol) that are linking together to form the venture Beyond Petroleum. The objective is to build a new brand of gasoline for cleaner environments worldwide.

In order to communicate an attractive and effective identity for BP, Charlex worked closely with Ogilvy & Mather, New York, to create a spot that utilized the British Petroleum emblem to good effect. The result was a swiftly moving commercial with graphic visuals accompanied by the classical notes of Vivaldi, as conveyed by Robert Miller at Amber Music, New York, who based his score on The Four Seasons, probably the most familiar piece of classical music in the world.

"The challenge was to make an interesting commercial using only the British Petroleum logo," says Alex Weil, director of the spot and Charlex founder.

"It was an idea by BP themselves," continues Weil, referring to the use of the British Petroleum logo. "Nobody had been able to make it interesting until we got a hold of it."

Weil worked closely with creative director David Fowler and producer David Cohen to create the new identity for BP. The spot are scheduled to air in 40 countries.

Contact:

http://www.charlex.com