Gulf of Mexico 1979, the "Ixtoc I" oil platform in the Bay of Campeche suffered a blowout leading to a catastrophic explosion, which resulted in a massive oil spill that continued for nine months before the well was finally capped. This was ranked as the largest oil spill in the Gulf of Mexico until the "Deepwater Horizon" oil spill in 2010. On April 20, 2010, the "Deepwater Horizon" oil platform, located in the Mississippi Canyon about off the Louisiana coast, suffered a catastrophic explosion; it sank a day-and-a-half later. It was in the process of being sealed with cement for temporary abandonment, to
BP as a section of the company's website where it communicated its efforts to clean up the spill. BP began a re-branding campaign in late 2010, and decided to focus its brand on the idea of "bringing brilliant minds together with technology at a massive scale to meet the world's energy needs", and focus its messaging on telling stories about people. In February 2012 BP North America launched a $500 million branding campaign to rebuild its brand. The company's advertising budget was about $5 million per week during the four-month spill in the Gulf of Mexico, totaling nearly $100 million. In