Challenge in Advertising

Our Kind of Challenge.
- (ExxonMobil Ad)

Mental. Physical. Technological. Global. ExxonMobil is proud to be a broadcast advertiser of the 2006 Olympic Winter Games on NBC.

ExxonMobil – Taking on the world’s toughest energy challenges.

Join the constant challenge of seeking greatness.
- (Joinbode.com Ad)

Join the bold, the brazen, the unintimidated. Join not having excuses. Join the idea that fun is the source of all joy. Join the unwillingness to give in. Join doing things your way. Join not joining. Join that purpose is stronger than outcome. Join your gut. Join the constant challenge of seeking greatness. Join play. Join the hunger to find what makes you happy. Join karma and nature and the effect you have on your world. Join your philosophy. Join something bigger than you. Join what you believe. Join Bode.

It means staying focused and determined in the face of challenges.
- (American Century Investments Ad)

What does it mean to put your Lance face on? It means taking responsibility for your future. It means developing a plan for the most important goals in your life. It means staying focused and determined in the face of challenges. When it comes to investing, it means the same thing. Lance makes every decision count. You can too.

Biggest Challenge
- (American Express Ad)

Ken Watanabe: Life

Facing up to the Power Investment Challenge
- (Wall Street Journal – Focus on Energy – CeraWeek 2006)

The U.S. electric power industry faces many billion dollar-type investment decisions – What to build? and when? Power demand has been growing an average of 2% per year since 2000. This past summer was hotter than normal and power demand surged 7%. The power business is one of the most capital-intensive sectors in the U.S. economy and requires long lead times to expand infrastructure. By 2020, the U.S. power infrastructure – currently 964 gigawatts – needs to expand by at least one fifth. That is the equivalent of roughly 400 new power plants and over 100,000 miles of high voltage transmission lines. These estimates already assume continued gains in conservation and efficiency. Meeting this need will require over $35 billion of capital expenditures, on average, each year.

It is easy not to face up to the power investment challenge. Refining power markets and reforming regulation are a complicated business. People want to believe that if we focus on conservation, wind and solar power, then we really will never need to build another traditional power plant in the U.S. Certainly, these are part of the overall solution, but these options are not enough.