Through critical multimodal discourse analysis of Enbridge’s “Life Takes Energy” (2014), the chapter explicates how lifestyle advertising rebrands hydrocarbons as the intimate infrastructure of everyday life. By saturating “energy” with scenes of family, care, and convenience, the campaign backgrounded extraction and pipelines and stabilized a Gramscian common sense of benign, inevitable carbon dependence—“selling oil sands without oil sands.” The chapter theorizes this as petroculture’s affective pedagogy that converts consumption into consent for continued fossil expansion.