Say No to No

"Isn't it high time someone got negative about negativity? Yes, it is. Look around... the world is full of things that 'never should have happened.'
'Impossible... Impractical... No.' And yet, YES!!
Yes, continents have been found. Yes, men have played golf on the moon. What does it take to turn NO into YES?"

This is a small excerpt from Shell Oil's latest magazine ad campaign, and while I usually flip through my Fast Company like any other busy executive, this one really caught my eye. Yes, the ad goes on to talk about biofuel and other oil related "yeses," but the question "What does it take to turn no into yes?" is quite compelling... hmmmm

Is it facts? Is it a marketing "story" (i.e. fiction)? Or is it somewhere in between... an interesting, intelligent and thought provoking (yet, emotionally based) argument? Better yet, persuasion... that subtle art of helping others believe that it was their idea in the first place.
What do you think?