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"Jeep"ers Creepers!
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"...DaimlerChrysler heard the voices of sportsmen loudly and clearly, as the
ad has been pulled..." |
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2002 Jeep Wrangler® |
With many hunters' and sportsmen's penchant for SUVs to reach their
favorite hunting spots, a recent television commercial aired by Jeep (a
subsidiary of DaimlerChrysler) raised the hackles of many in the hunting
community. So much so that DaimlerChrysler was flooded with complaints
and an on-line petition was circulated protesting the ad.
In the commercial, titled "Deer Hunter," a Jeep is driven through a
wooded area with two deer tied to the top of the vehicle. As the Jeep
drives by, hunters in camouflage are shown in the woods, in close
proximity to each other and the road, admiring the deer. The Jeep then
drives to an area marked with a "NO HUNTING" sign. The Jeep stops, the
man gets out and releases the deer that appeared to be dead. The driver
tells the deer they are safe, and the deer bound away. In the
background, other Jeep owners are shown doing the same thing.
The ad obviously portrays hunters in a negative light, and apparently
DaimlerChrysler heard the voices of sportsmen loudly and clearly, as the
ad has been pulled. "We did not anticipate this story line would evoke
such negative emotion among some viewers," stated Jeff Bell, Vice
President of Marketing Communications for DaimlerChrysler. "Obviously we
underestimated the sensitivity of this issue. [B]ecause this is so
emotionally charged, we will no longer continue this campaign."
Related Stories...
Another Anti-Hunting "Saab"-Story (Jan. 2001)
SAAB Partners with Humane Society of the US (Dec. 1999)
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