NBB launches new fuel diversity ad campaign, interactive website

Making the point that consumers and taxpayers are better protected by a diverse supply of transportation fuels, the National Biodiesel Board unveiled a new television advertising campaign this week. The 30-second commercial is airing on national television networks and on Washington, D.C., broadcast and cable news outlets.

“Biofuels are helping to diversify America’s transportation fuels, which protects consumers by freeing the market from the instability of a single liquid energy source,” said Joe Jobe, NBB CEO. “And because it is diesel engines that move the freight that drives the economy, it begins a positive ripple effect for the prices of just about everything we buy.”

Produced by Northern Virginia-based PCI, a leading provider of creative communications services for Fortune 500 corporations, national associations, and federal agencies, the ad shows what it would be like to be in a world lacking in options as the narrator intones, “Without choice, we’re at the mercy of chance. Why chance our future on only one transportation fuel?” The voice is provided by Will Lyman, best known for his work as the narrator of the PBS series “Frontline.”

NBB also relaunched the AmericasAdvancedBiofuel.org website as part of the campaign. The newly redesigned site offers basic information on biodiesel, highlights issues of importance to the industry, and features a documentary expounding on the themes and concepts in the ads. The site also provides links to NBB's current and past advertising campaigns.

The campaign is scheduled to run into the fall. In addition to the television commercial, the campaign includes print, digital and radio advertising incorporating the importance of transportation fuel diversity.

“We have many sources of fuel for power plants: coal, nuclear, natural gas, hydro, geothermal, wind, solar, and more,” said Jobe. “Because no single source dominates, we have had stable and affordable electricity. Why would it make sense to rely only on petroleum for our cars, trucks, tractors, trains, planes, barges and buses?”

Funding for the campaign is provided by the United Soybean Board, State Soybean Checkoff Boards, U.S. Canola Association, the Northern Canola Growers Association and the National Biodiesel Board.