If only this was true.

“No fuel, No war”.

We could virtually eradicate all wars by switching our cars over to an alternate form of energy. I think that hybrid cars would see much higher sales if that were the case.

There would be no more questions about what we could do to bring about world peace, it would just be common knowledge. “Stop using petroleum to produce things”. We would boycott companies that continued to use oil, just as we boycotted companies who supported apartheid.

Unfortunately for us though, none of this is true.

Consider for example an age-old war, the Palestinian-Israeli feud. Both groups have numerous legitimate reasons as to why they should occupy Israel. They’ve been fighting this war, based on faith, for thousands of years. Now here’s the most important part, are you ready?

There is absolutely nothing in Israel.

No natural resources, no gold, no diamonds. No money.

Now, we have to ask ourselves, “if there’s nothing in Iraseal, then why are there so many people fighting over it?” The answer: this is a war of faith. Both Islam’s and Judaism’s most holy places are located in Israel. The only thing more powerful, the only thing that can kill more people, the only thing that people are more willing to fight for more then money, is faith.

Now, this isn’t to say that if we weren’t so dependant on oil there wouldn’t be LESS war. However, there are some things that will never go away and wars are one of them.

We’ll never stop killing each other. The only thing that I can think about when I see these ads is how terribly wrong the slogan is. For that reason, I deem it un-affective, and just generally off-putting.

Advertising Agency: Mudra Advertising, Bangalore, India
Creative Directors: Joono Simon, Sumitra Sengupta
Art Directors: Saurabh Doke, Kanickraj.S, Moksha Carambiah
Copywriters: Sudhir Sukumar, Vijay Joy
Photographer: Tarun
Published: December 2008

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