Rebranding the Tar Sands

Reluctant as I normally am to say kind words about Ezra Levant, I have to admit that his campaign to re-brand the Alberta oil sands from what environmental activists in the United States had lately taken to calling “dirty oil” into “ethical oil” is nothing short of an absolutely brilliant marketing idea.

As presented, the argument is a powerful one… After all, who could dispute that Saudi Arabia is a thoroughly nasty, intolerant, repressive, autocratic regime? By polar contrast, Canada is, as Levant likes to say, “the boy scout of the world” – a veritable exemplar of modern, secular, pluralistic, liberal values, and so on.

I realize that it’s a simplistic formulation (compromised to a degree by the fact that Canada presently imports about half of oil for its own domestic consumption from offshore – the bulk of which comes from dictatorial OPEC nations whose “ethical” nature is dubious), but unless one is adamantly opposed to oil as an energy source regardless of origin, then branding our frozen bitumen sludge as the preferred “fair trade” choice of consumers is… genius!