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Sustainable
eNews |
March 2003 |
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IWMC
World Conservation Trust |
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Time to Jump on
Jeep (Again)
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In a fit of corporate anxiety, the Daimler Chrysler
people have decided to do something about their image. Jeep officials,
worried that declining sales may be partly due to widespread
"environmentalist" attacks on SUVs and criticism of those who buy
them, have launched a unique warm and fuzzy defense. This corporate
response is certainly rational; a television ad depicts an  attention-getting scenario that
surprisingly, becomes an "environmentally friendly" scene: A
potential buyer might well identify with the male who drives a Jeep offroad
onto what looks like sea ice, where a whitecoat harp seal pup lies by
itself. But then the driver gets out, hoisting a spear-like implement, and
is seen aiming it with vigor down towards the pup. But instead of a gory
scene, the viewer then sees that the spear has made a breathe hole in the
ice, so that the pup's mother can rejoin it. Such a good man to do this.
The hero then gets back in his Jeep. He is not an environmental criminal
after all. He is good. He drives a Jeep. Jeep is good.
Incidentally, the good man in the Jeep looks quite a lot like an Inuit
person. (One might think that an Inuit person would kill even a pup for
food, but then the surprise happens). It is likely that Daimler
Chrysler-Jeep masterminds, believing that white urbanites regard Inuit
people as "environmentally friendly, noble savages", decided to
make subtle use of these two racial stereotypes to enhance the
corporate image.
Never mind that the entire scene in the ad is bunk. Corporate wisdom is
that potential Jeep buyers won't recognize anything amiss, and will feel
good about buying the vehicle after all. This is the same tactic
Jeep pulled a year ago when an ad depicted Jeep drivers "saving"
whitetail deer from hunters. Jeep drivers were "environmentally
correct" in the eyes of these ignoramuses, who were sure that their
potential buyers would love the image. American hunters responded
vigorously to that anti-hunting advertisement, and Jeep pulled it from
television contract spots. But Americans are not seal hunters, and so now
Jeep feels safe with their new spot.
Prove them wrong again. Write to Jeep headquarters and tell them that
this seal savior ad is offensive for its racial stereotyping, and its
stupid ice scene scenario. Point out that the Germans were instrumental in
helping to ram through the EU Parliamentary decision to stop the harp seal
hunt back in 1983, and since that time, seals, fish, seabirds, whales, and
people have all suffered the disastrous consequences of ecosystem
imbalance. 
Send your complaints about this latest offensive Jeep
television ad to:
Bob Renaud, VP-PR
Daimler Chrysler Headquarters
1 Riverside Drive W.
Windsor, ON
N8Y 4R8T
Phone 519.973.2000 or E-mail rar17@daimlerchrysler.com
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