While ExxonMobil [3] and BP [4] have "spent lavishly on image ads," Chevron [5]'s new "power of human energy" campaign is a particularly ambitious "bid to recast itself as an environmentally responsible corporate citizen." Advertising Age reports that [6] its first ad, a 2 1/2 minute spot from the ad agency McGarryBowen that was directed by Lance Acord (of "Lost in Translation" fame) and narrated by Campbell Scott, is "part of an estimated $15 million integrated U.S. campaign." Ads will also run in Latin America, Europe, Asia and the Middle East, adapted from U.S. print ads by local offices of WPP [7]'s Y&R firm. Online components include "interactive stories showcasing 'human energy' at work within the company," at chevron.com [8], along with "Energyville," an "interactive game showing the tradeoffs of different energy sources." Chevron's corporate brand and reputation manager, Helen Clark, said that while 10% of Americans "hate us and our industry ... when people get the chance to learn about us, it helps to change their views." In related news, EarthRights International is petitioning Chevron [9] -- as "one of the largest foreign investors in Burma (Myanmar) and the only remaining major U.S. corporation with a significant presence there" -- to pressure the Burmese junta to respect human rights.