In it, Hayward stares directly into the camera and explicitly apologizes for the spill, saying, "BP has taken full responsibility for cleaning up the spill in the gulf."
"I'm deeply sorry," Hayward says.
Louisiana Gov. Bobby Jindal slammed BP for its PR efforts, saying in a statement, "Instead of BP shelling out $50 million on an ad campaign that promises to do good work in responding to this spill, BP should just focus on actually doing a good job and spend the $50 million on assistance to our people, our industries and our communities that are suffering as a result of this ongoing spill."
But BP's PR campaign doesn't seem to be slowing. They've hired the help of a high-profile agency, the Brunswick Group, as well as Purple Strategies, led by political consultant Steve McMahon and Republican political consultant Alex Castellanos.
Despite the criticism, Kevin Ryan, the CEO of California-based Motivity Marketing, says that BP's fierce PR campaign is smart.
"The search terms, everything, it's probably not a bad idea for the company to do," he said. "Is it right? Is buying these terms ethical? That's another question."