National Commission on the BP Deepwater Horizon Oil Spill and Offshore Drilling Federal government officials and representatives of BP on the status of the spill and clean-up efforts, as well as from local officials, community leaders, and scientists on the economic, cultural, and ecological impacts of the oil spill on Gulf Coast communities and ecosystems. On October 6, 2010 the commission released preliminary reports criticizing the Obama administration for mismanagement of its response to the "Deepwater Horizon" oil spill. Amongst other things cited were, not being fully candid with the American people, and giving the impression of not being fully competent. On January 11, 2011, the commission released its final report, with
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