It can't be easy making high-end corporate advertisements that relate to commodity prices in an era of wild price swings. An example: Exxon's ad where a soothing-sounding geoscientist voices the following:
He then goes on to tease us about the home-heating potential of his outfit's new method of unlocking natural gas from subterranean rocks.
All of which is fine and dandy. But let's not forget: Another way to put downward pressure on prices is to burst a speculative bubble with a massive, deflationary recession.
That doesn't make Exxon's method of natural gas extraction any less impressive (or so we assume, anyway). But with crude oil now trading in the low $40s, it does make this slick ad feel a little...last Summer.
* Pedantic language thought of the day: "Impact" never has been and never should be a transitive verb.