General Motors, whose products over the past century probably have burned more of the stuff than anybody's, wants to break up with Big Oil. Or at least not be seen together in public for a while.
As part of its effort to present an eco-friendly image, a new ad campaign features a humorous "Dear John" letter to the oil industry.
"Dear Oil," a new TV commercial begins. "We've had this great relationship for many years. We think we will both be a lot happier and healthier if we see less of each other." The commercial is scheduled to air June 22.
Katherine Benoit, GM corporate marketing director, says the automaker is launching the corporate campaign to address the oil price issue, with a tongue-in-cheek twist.
A Chevrolet campaign focused on green issues also will be launched soon, and GM will tout its corporate environmental message as part of its NBC Olympics sponsorship, Benoit said.
The campaigns come on the heels of an announcement by GM that the Hummer brand is under review and could get kicked from the nest.