This book draws on recent theoretical advances in energy humanities and environmental communication to examine the evolution of pro-bitumen discourses in Canada since the mid-2010s. It argues that the promotion of Alberta bitumen rests on three discursive pillars: petro-prosperity, petroleum-nationalism, and extractive populism. To explicate the meanings and implications of each pillar, three prominent public campaigns are examined: Enbridge's "Life Takes Energy" campaign in 2014, the Alberta New Democratic Party (NDP) government's "Keep Canada Working" campaign in 2018, and the Alberta United Conservative Party (UCP) government's "Public Inquiry into Anti-Alberta Energy Campaigns" between 2019 and 2021. The book's analysis will offer academics and practitioners insights into the worrisome convergence of extractive rhetoric and right-wing populism, as well as suggestions for effectively communicating the necessity and urgency of a just transition toward decarbonization.