The campaign features a commercial that invites consumers to step away from their devices and celebrate the love of driving. While not explicitly targeting electric vehicles (EVs), the imagery in the commercial suggests a connection to EVs.
The commercial portrays a dystopian, nightmarish scenario where people are burdened by carrying a multitude of cables representing their devices. It suggests that disconnecting from these devices and driving a gas-powered car provides a sense of freedom. This leads up to the slogan that appears at the end of commercial: "Disconnecting. Feels a lot like breaking free. For the love of driving."
Mobil 1 argues that "over half of Americans identify that some of life's most cherished moments happen in the car – from the excitement of getting your driver's license, family road trips, to singing to music as the miles pass by."
However, any of those memorable events can easily take place in an electric car – as far as we know, EVs do not drive around with charging cables attached to them – but ExxonMobil's commercial conveniently avoids saying that because why would it?
It remains to be seen whether we are witnessing the beginning of a war between the oil and gas industry and the electric vehicle industry. However, this video looks like a declaration of intent - Mobil 1 states that "new brand platform will be an umbrella for everything we do going forward with our products, partners and driving experiences for consumers."
Source: InsideEVs