The Oil Drum

Huh?  They don't have a "memorable jingle", so therefore "they" are hiding their identity?  And there's no chance that they simply wanted people to focus on the message that conervation is good?

I didn't see the ads, but I hope they get a lot of air play.  People need to understand that they can save a lot of energy and money with very little change in their behavior and almost no impact to their lifestyle.  Those kinds of changes won't make the looming problem of peak oil go away, but they'll sure help reduce consumption and pollution in the short run, and establish a mindset that's receptive to more stringent measures in the future.

We can deal with peak oil in two ways: Reactively, in response to price increases, or proactively, because we're smart enough to act now in our own best interest and reduce our own future pain.  I believe in the second approach, which is why I participate in TOD and run my own energy education web site.  We know what's going on; we have both a moral obligation and a vested interest in helping to educate the mainstream.