This ad features a personal apology from Chief Executive Tony Hayward. In the spot, he promises U.S. taxpayers won't be footing the bill for the cleanup. As images of the cleanup effort appear on screen, he says: "To those affected and their families, I am deeply sorry."

BP

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Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has worked in New York, London, Amsterdam, Copenhagen and Stockholm.