will happen. and since the catastrophe struck, bp has struggled not only to contain the gushing well, but with the pr nightmare's that's followed. joining me live is bob fibbs, the retail guide to grooming your business. appears bp could have taken a page out of your handbook, blunder after blunder, now they're turning to these tv ads, how effective is this? >> it's like your dad got caught cheating on your mom, and you're trying to say, look, look at what i'm doing. this is the time to remain dark. >> they also are shifting the focus on who's in those ads. they're now focusing on a newer tv ad. let's take a look at it. >> i'm darrell willis, i oversee bp's claim process on the gulf.