We all face problems every once in a while: finding out a paper is due an hour before class starts, leaving the window open during a storm, or discovering a bright pink pimple on your nose the day of a photoshoot. Even though these problems can cause some serious stress to the average individual, these are all small problems compared to issues major companies are facing. Chevron is currently facing its own kind of problem, but it likely won't fade away like a pimple or wet carpet - this might leave some longer damage. Prankster group The Yes Men worked together with the Rainforest Action Network and Amazon Watch to create a spoof on Chevron's We Agree ad campaign. The pranksters created a fake press release and a shockingly similar website.
"Before Chevron’s press release announcing the campaign could hit reporters’ inboxes, we sent out a press release of our own... on the company's behalf. The company’s own press release was guaranteed to be full of greenwash. We wanted ours to be a bit more truthful," it says on the website.
Another website named 'Chevron thinks we're stupid' calls for individuals to create their own spoof on the Chevron ads. Funny or Die jumped in as well, and created a spoof video similar to Chevron's ad:
<div style="text-align:left;font-size:x-small;margin-top:0;width:512px;">Chevron Thinks We're Stupid from The Yes Men</div> Chevron's PR team is undoubtedly sitting around a table somewhere right now, having a discussion about how to handle the issue. I was very impressed with the class speakers' advice for Chevron. Instead of starting a campaign to 'shut down' the pranks and fake websites -- how about embracing the campaign? I agree it would be in the best interest of Chevron to go along with the prank, and build on its momentum. Going against it might add to the fire, but thanking the group behind the websites and ads can have a very different effect. They can 'agree' with the campaign's major points, thank them for their interest, and correctly inform the audience that's already listening. As Mr.Dunnigan said, PR professionals have tremendous power. They have the power to change people's thinking and behavior. That's why issues management is so important. I am very interested to see how Chevron's PR team will handle the issue. I also can't wait to find out how they responded so fast to Chevron's campaign. Was someone at Chevron informing them before the ads were released? That could lead to another issue...
"Before Chevron’s press release announcing the campaign could hit reporters’ inboxes, we sent out a press release of our own... on the company's behalf. The company’s own press release was guaranteed to be full of greenwash. We wanted ours to be a bit more truthful," it says on the website.
Another website named 'Chevron thinks we're stupid' calls for individuals to create their own spoof on the Chevron ads. Funny or Die jumped in as well, and created a spoof video similar to Chevron's ad:
<div style="text-align:left;font-size:x-small;margin-top:0;width:512px;">Chevron Thinks We're Stupid from The Yes Men</div> Chevron's PR team is undoubtedly sitting around a table somewhere right now, having a discussion about how to handle the issue. I was very impressed with the class speakers' advice for Chevron. Instead of starting a campaign to 'shut down' the pranks and fake websites -- how about embracing the campaign? I agree it would be in the best interest of Chevron to go along with the prank, and build on its momentum. Going against it might add to the fire, but thanking the group behind the websites and ads can have a very different effect. They can 'agree' with the campaign's major points, thank them for their interest, and correctly inform the audience that's already listening. As Mr.Dunnigan said, PR professionals have tremendous power. They have the power to change people's thinking and behavior. That's why issues management is so important. I am very interested to see how Chevron's PR team will handle the issue. I also can't wait to find out how they responded so fast to Chevron's campaign. Was someone at Chevron informing them before the ads were released? That could lead to another issue...
