Twelve years ago, Nissan took a swipe at carmakers’ longtime ally, the fossil fuel industry, with its “Gas Powered Everything” campaign. Multiple ads for the company’s Leaf model, its first electric car, featured people going about their daily lives—but with combustion motors attached to everything from alarm clocks to hair dryers, all of them spewing exhaust. “What if everything ran on gas?” a disembodied voice asks in one ad. The camera pans to a man quietly unplugging a Nissan Leaf. “Then again, what if everything didn’t?” the voiceover says. A new spot from ExxonMobil, released July 10, takes the same concept and reverses it, painting electrification as an onerous tethering to the grid.
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