In his 2006 state of the union address, George Bush stated that “America is addicted to oil, which is often imported from unstable parts of the world”. The topic of security is certainly not a new theme for politicians, but it is a new move for an oil company (or any other company for that matter).

This campaign seems to be the latest step forward from the beyond petroleum narrative to to discuss other reasons to go green(er). This new message and others like it from the same campaign move subtly in a fresh direction by suggesting the political dimension of energy security and stability. This is a departure from the more focused environmental message adopted since 2000.

The new message equates feelings of security – or lack of conflict – with fuel diversity. Are BP aiming to achieve greater authenticity by bringing a political dimension to the fray? Creating a dialogue around the politics of energy security is an interesting new approach that nevertheless remains consistent with their stated values  listed under their brand promise. It will be interesting to see where this approach goes since it looks like this could just be the opening statement.