Chevron’s new ad campaign attemps to “humanize” our looming energy crisis. While I’m not impressed by some of the ads, I am intrigued by what they’re trying to do, and the obvious thought, effort, and money ($40 million, by some estimates) that they’ve put into this campaign and the associated web site, willyoujoinus.com. Is it sad that Chevron is the group pushing the discussion, and it is the President of the United States who is fighting it? Yes, yes it is. But it makes sense for oil companies to be concerned about this — the oil industry is one that thinks in longer time horizons than many others, and they are in a good position to see the looming crisis and what it will do to their bottom line.