Al Gore’s Penguin Army Sheds Light on Exxon PR

exxon_linux.jpgIf you’re familiar with the infamous “CO2: We Call it Life” advertisements put out by CEI, then you’ll find “Al Gore’s Penguin Army” much less funny (it stinks, actually), but no less odd.
All you need to know is the film was not produced by amateurs. It’s an example of “astroturf”, a production meant to look like it came from some quirky individual but actually originating from a PR firm and quietly posted onto “YouTube”, the popular video hosting site. A Wall Street Journal investigation discovered that the film was actually engineered (at great expense most likely) by public relations firm DCI who “just happen” to count Exxon among their larger clients. Though this doesn’t prove Exxon was directly involved, the word on the street is leaning pretty strongly in that direction.
This video is so bad and has been met with such negative response that it proves that global warming denialists are on their last legs. But why is Exxon’s PR firm still spending time and money to pretend that global warming is a spoof?
DCI are probably no dummies and are certainly monitoring the reaction to their experiment. What sorts of conclusions will they draw? Will they decide that it’s time for Exxon to make a bold statement accepting global warming as a problem and proclaiming the company’s intention to follow in the footsteps of BP and Shell in pursuing alternative sources of energy? Or have they decided that Exxon’s best interest lies in being the maverick denialist who fights cowboy-style to the bitter end?
And on a humorous side-note – will the guys who created Linux sue?

Nick Aster is a new media architect and the founder of TriplePundit.com

TriplePundit.com has since grown to become one of the web's leading sources of news and ideas on how business can be used to make the world a better place.

Prior to TriplePundit Nick worked for Mother Jones magazine, successfully re-launching the magazine's online presence. He worked for TreeHugger.com, managing the technical side of the publication for 3 years and has also been an active consultant for individuals and companies entering the world of micro-publishing. He earned his stripes working for Gawker Media and Moreover Technologies in the early days of blogging.

Nick holds an MBA in sustainable management from the Presidio School of Management and graduated with a BA in History from Washington University in St. Louis.