WPP Ogilvy apologizes for BP

As BP's efforts to end the 40-day-old oil spill still show no signs of success and the Obama administration announced a criminal and civil investigation into the spill, the company is promising it "will get it done" and "make this right" via print advertising.

Since late May the company has been running full-page ads on a consistent basis in major daily news publications such as The New York Times, Wall Street Journal, USA Today and Washington Post. It has also been running local ads around the Gulf states with information on the clean-up effort and how to contact BP, a spokesman for the oil giant said. The spokesman wasn't sure how long the print campaign would continue but said the company's communications plans were still "evolving." WPP's Ogilvy, BP's creative lead agency, which did not create the print ads, referred calls to the company.