so, there's an analog for branded and unbranded. in terms of attack, i don't know if there's a perfect analog, but certainly, in the southwest example, and many others, we will take on a mythical company or thee let came company and it is lost on no one who we are attacking. i think that's what it is for me. >> i think there's a sensitivity that people feel in corporations. for example, our walmart client is always very sensitive to the fact that they can't feel like bullies. they can't be out there say, we're doing the sustainability thing. what they have -- their customers say, the customers say, look, if all 200 million walmart shoppers, if we all do this, it will make a difference. the customers get credit for it. because a big company like walmart has to worry about the whole perception. and there aren't other people who are going to come to walmart's rescue for that kind of thing when it's unfairly charged with something. >> i think the notion of bullies is important. analog different from the advertising world. ken talked abo

>> we talk often about branded and unbranded campaign. offense they launch it to seed or unseed a point of view. the pharma world does it a lot. the pharmaceutical world might want you to take interest in a bladder disorder. that might be an unbranded ad and what they could say about bladder disorder and that might be followed by a branded advertisement for their bladder solution having paved the way. there's an analog in our commercial world for branded and unbranded. in terms of attack i don't know that i think there's a perfect analog but certainly in the southwest example and many those we will take on a myth call company or theoretical company and it's lost on who we are attacking. those are the two analogs for me. >> i think there's a sensitivity that people feel in corporations. for example, our walmart client is sensitive to the fact that they can't be out there saying we're doing the sustainability thing. what they have -- what their customers say, customers say, look, wul 200 million walmart shopper it is we all do this, it will

two cents cheaper than this unbranded station. here is why.buy gas at a price the refinery sets. unbranded independent stations can shop around and buy gas from anyone. they normally rely on surplus gas which usually else is for as much as 15 cents a gallon less. >> unbranded gasoline is kind of what's left after the branded stations are able to market their product. so technically, it's a leftover product. and it gets priced that way. >> when surplus gas is scarce because of greater demand from the branded stations, the price that unbranded stations pay rises much faster. this station's wholesale gasoline cost has jumped 0 cents in the past month. times like this can be a financial struggle for independent nonbranded gasoline stations. in fact, the owner of this station says he's losing money selling gasoline. only being kept afloat by profits from his convenience store. casey wian, cnn, los angeles. >>> casey, thank you. and senate democrats today stopped this republican measure that would have undone the obama administration's contraception

rising oil costs and increased demand forced unbranded pumps to charge as much as the major refineries. typically the independent stations can offer gas as much as 10 cents a gallon cheaper, maybe more. experts say that's because they usually buy the big oil company's scraps. >> up branded gasoline is what's -- unbranded gasoline is what's left after the branded stations are able to market their products so technically it's leftover product and is priced that way. >> today the national average for regular unleaded 3.74 a gallon. california, the average jumps up to 4.33 a gallon. >>> what a little bit of whining would get for you! i said pretty please go back up and get tonight's sunset. officially at 6:04. thank you to the guys aboard chopper 5 for providing this beautiful, beautiful friday evening for us here in the bay area. another view, this time our cameras poised in position atop our cbs 5 studios towards the bay. 62 in livermore today and 69 in santa rosa, almost 10 degrees warmer than yesterday. tonight 36 in santa rosa, 46 in san francisco and also in pacifica. mid-30s across