The American Petroleum Institute is appealing directly to the public with a campaign highlighting some of the lesser known products made with oil and gas—such as paint, lipstick and medical devices.

API launched the "Power Past Impossible" campaign Sunday evening during the Super Bowl. The 30-second spot starts with the words "This ain't your daddy's oil."

During a telephone conference call with reporters Feb. 6, CEO Jack Gerard said the campaign has been in the works for the past six or seven months. He said the Super Bowl was an ideal venue for reaching a vast audience beyond a "group of influentials." Previous campaigns have focused more on policy makers and elected officials, Gerard said.

"Our new campaign opens a broader conversation with all Americans about the reach and magnitude of natural gas and oil, the products that come from them and their contributions to consumers' everyday lives," he said.

API worked with Texas-based GSD&M agency to create the advertisement. Gerard and API declined to say how much the campaign will cost and how it is being funded. Airtime alone for a 30-second Super Bowl spot is $5 million. The multiyear educational campaign will include TV, radio, print and digital, along with advocacy and outreach.

USA Today's annual Ad Meter poll scored the spot at 4.78—putting it in the "good" category—but it still ranked 57th out of 66 Super Bowl commercials. Nat Ives, executive editor of Advertising Age, gave it 1 1/2 stars out of a possible four.

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