National ad campaign underscores key, well-timed messages

By NBB | July 10, 2013

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 at its June membership meeting. 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.”

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.

In addition to the television commercial, the campaign includes print, digital and radio advertising, and an in-depth website that includes a nine-minute minidocumentary. The campaign was produced by Northern Virginia-based PCI and the advertising purchasing was executed by the Dewey Square Group. Funding for the campaign is provided by the United Soybean Board, State Soybean Checkoff Boards, the U.S. Canola Association, the Northern Canola Growers Association and the National Biodiesel Board.

Take a look at the campaign at

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