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LibertyDaimlerChrysler Pulls Deer Hunting Commercial
Posted by mike on 2002/1/25 0:00:00 (3137) reads



From AdWeek.com:

A Jeep spot reviewed in this week's Critique was pulled by DaimlerChrysler because of complaints that it reflected negatively on hunters. The ad ran only a few times on Jan. 6. Jennifer Rossbach, a representative for DaimlerChrysler agency PentaMark in Troy, Mich., acknowledged only on Friday that the spot had been pulled. Chrysler Group representative James Kenyon said the automaker made a joint decision with the shop to pull the spot, which he said Chrysler intended as "pro-Jeep," not anti-hunting. The ad shows a Grand Cherokee with two deer tied to its top; the Jeep drives past a "No hunting" sign and then stops. The driver gets out and releases the deer, telling them they are now safe.

The commercial has been a public relations nightmare for DaimlerChrysler, drawing criticism far and wide. Here's another story from AdWeek.com on the negative press it has received:

Jeep has been the American original since World War II, with a brand identity that embraces the idea of nature and the frontier, even if it's your own driveway. You'd think that with an image so in sync with the current freedom/safety/homeland-security zeitgeist, Jeep would ride that trend and pander to all that's patriotic and self-protective.

But Jeep, characteristically, is choosing the road not taken. Not only does the latest spot, "Deer Hunter," buck the whole guns-and-great-outdoors clichˇ, it actually seems to delight in pissing off millions of serious hunters who might otherwise be stereotypical SUV owners. Indeed, hunters haven't been made to look quite this dumb since Elmer Fudd first pulled down his hat flaps in pursuit of that "wascally wabbit."

Goons freezing in scary chairs tied to the trees, these guys wear camo and feathers and silly hats. Or they're shown as crazy long-haired, short-fused types crawling in the dirt, seemingly straight out of Deliverance.

Deep inside their enclave in the woods, a Jeep crosses their path. The driver has bagged two doe-eyed prizes, one tied to the hood of the car and another on the roof. "I don't believe it," one of the hunters says to his fellow gawker as he looks through his field glasses. "They got two deer."

The Jeep climbs the mountain and finally arrives at a "No Hunting" area. We see a close-up of Bambi's ear, so delicate and tender. The driver, a guy in a flannel shirt, is visually a milder John Malkovich type but spiritually more like Mother Teresa. He cuts the animal free. "You're safe now," he says gently, and the deer runs off. (No deer were hurt during filming. The Bambis-'n-the-hood are mechanical.)

"With all of our patented safety systems, no wonder our Jeep 4x4 is the safest way to cross treacherous terrain," the announcer says.

The spot's ending falls curiously flat-our hero isn't half as funny to watch as the beastly hunters-and feels a bit sanctimonious. But the commercial sets new standards for PC SUV ownership. Jeep owners are not mild-mannered suburban guys but liberators and protectors, ready to take on the NRA and Tom Selleck anytime. The spot is one small step for Jeep, one big leap for deerkind.

Not surprisingly, the president of the pro-hunting Wildlife Legislative Fund of America, Bud Pidgeon (actual name), is not amused by this. He told the New York Post that "in reality, the good guys are American sportsmen. They are our nation's No. 1 conservationists, and they are the reason America's wildlife is flourishing." (It sounds like some kind of "We destroyed the village to save it" logic, but, in fact, fees from hunting and fishing licenses support wildlife refugees.)

Read the entire AdWeek.com story here.

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Poster Thread
Anonymous
Posted: 1969/12/31 19:00  Updated: 1969/12/31 19:00
 Originally posted by: Jon E.
who are these morons that take everything so litterally. first, it was the P.M.R.C that were a bunch of bored housewifes trying to sensor musicians that they thought were "innapropriate" even though they didnt understand the songs they sang. then it was those idiots that sued because they didnt want "under god" in the plege of allegiance. who are these people? now its the idiots against jeep doing "anti hunter" commercials. i think jeep has some of the most funny and interesting advertising in the auto industry, unlike those snooty lexus people that play the classical music and just show a plain picture of there stupid car going down a road talking about its AWD. if any of the people mentioned above ever get arrested and go on trial, theyll have a good shot at the insanity plea.

Poster Thread
Anonymous
Posted: 1969/12/31 19:00  Updated: 1969/12/31 19:00
 Originally posted by: Jay Fiedler Worshiper
Re: Wrangler Rubicon: Just wondering why they didn't include the new 200+hp V6 engine and the modular hard top as many thought they would? Is Chrysler just lazy and not wanting to spend the money to make the 2003 TJ even better?

Poster Thread
Anonymous
Posted: 1969/12/31 19:00  Updated: 1969/12/31 19:00
 Originally posted by: Matt
here is my comment Let me echo Erik's comment. As a lifelong hunter and fisherman, and also a Christian, Robert's comment about the Ten Commandments is completely off-base. The Bible is talking about murder of a PERSON, not killing animals for food, sacrifice, or self defense. Jesus himself ate animals and fish, and at no time did He, or any Bible passage condemn hunting or fishing. And Robert, as far as your assesment of hunting goes, you could not be farther from the truth. Hunters are the original conservationists. My license fees and equipment taxes go to habitat preservation, research, and preservation of non-game species. Unless you have actually gone hunting, you have no idea what it involves. I would be happy to take any anti-hunter bird hunting with me and my bird dog, Caramel. One of the most beautiful things you will ever see is to watch a bird dog lock up on point. To me, the dog is everything, the bagging of game is secondary. And I will add that ALL game is eaten. The Bible also says in Proverbs 12:27 "The slothful man roasteth not that which he takes in hunting." Therefore it is important that we eat what we catch. Hunting is a connection to the land---much like what Jeeping is. Now I realize that all Jeepers are not hunters, but much of the land that we Jeep on was paid for by hunters. President Teddy Roosevelt started the National Park system because he was a hunter, and he cared what happened to this country's wild things and wild places. You show me a hunter, and I will show you someone who cares deeply about this nation's wildlife, and most likely is a member of some sort of wildlife conservation group (Ducks Unlimited, Ruffed Grouse Society, Pheasants Forever, etc). Many people think that caring about nature means you recycle and smile when you think of all the cute animals. Hunters put their money where their mouth is. Wildlife conservation often means that overpopulations must be managed. In the east, where I live, deer and Canada geese come to mind. Sound, scientific wildlife management is vitally important to the health of an ecosystem. Hunting, whether you feel that YOU could do it or not, is vital to healthy wildlife populations.

Poster Thread
Anonymous
Posted: 1969/12/31 19:00  Updated: 1969/12/31 19:00
 Originally posted by: Robert R.
The only comment that I have for Mr. Bud Pedgeon is this. If you are walking
in the woods, with a high powered rifle or a cross-bow, stalking wild animals in
their natural habitat with the intention of blowing their brains out, because you think its a sport and its fun. You ARE the BAD GUYS ! The ad was clever and
amusing, nothing else, GET OVER IT ! The most disturbing aspect of this whole
story to me is the fact that all these so called sportsman, who are armed with
all these weapons, are so touchy about how they are portrayed on a TV commercial. Tell me that doesn't sound like a ticking time bomb. I am not
a bible thumper, but one of the ten commandments is "Thou shall not kill" it
makes no distinction between animals or humans.

Poster Thread
Anonymous
Posted: 1969/12/31 19:00  Updated: 1969/12/31 19:00
 Originally posted by: Jeep4Life
Ummm, If I remember correctly, Daimler-Benz owns Chrysler now, so technically, Jeep isn't an American company anymore. But that's beside the point. I've been a hunter/fisherman for all my life, and was I offended by the commercial? NO! Do you know why not? Because it was a com-mer-cial... make believe... not real. It was hardly a commentary for an anti-hunter position by Jeep.

Hunters need to be able to laugh at themselves sometimes, and by-and-large most of them can and do. Jeep pulled the ad because so many people whined about it. Oh well. Maybe if so many people actually complained about something that actually matters for a change...

Poster Thread
Anonymous
Posted: 1969/12/31 19:00  Updated: 1969/12/31 19:00
 Originally posted by: Erik Latranyi
Jeep listed to its customers. Whether you agree with the ad or not, it is good to see an American company listen to the people.

I own 2 Grand Cherokees and 1 CJ-5 that I use for hunting. I complained to Jeep about the ad and received an e-mail response apologizing for it.

That takes guts and I salute Jeep for doing the right thing.

Erik

Poster Thread
Anonymous
Posted: 1969/12/31 19:00  Updated: 1969/12/31 19:00
 Originally posted by: rich
Lots of outdoorsman and off roaders
get theit jeeps dirty without shooting
anything. Hey, I have no problem with hunters.
But cry babies? Well....

Poster Thread
Anonymous
Posted: 1969/12/31 19:00  Updated: 1969/12/31 19:00
 Originally posted by: Galaxian
lighten up people, one, its a Advertisement. two, get a grip.

Ads are designed to 'GET YOUR ATTENTION' and that they have done. Jeep is a good vehicle and no-one was made to look stupid.

Life goes on, I own four and still enjoy hunting as much as I did before the ad. My next vehicle will be the Rubicon and Im sure that my kids will buy jeeps when the get their first new vehicle.

=(O|||||||O)=

Poster Thread
Anonymous
Posted: 1969/12/31 19:00  Updated: 1969/12/31 19:00
 Originally posted by: wes
I cant believe jeep could be so stupid! Hunters and other authentic outdoors people who work and live in rural areas are major buyers of 4x4 vehicles and are often big jeep fans. This insulting commercial would only appeal to urban elitist wannabees who are lucky to spend one tenth of the time off road and outdoors that the average hunter does.

Poster Thread
Anonymous
Posted: 1969/12/31 19:00  Updated: 1969/12/31 19:00
 Originally posted by: twonabomber
they're going to cancel the commercial where they show the Grand Cherokee driving underwater next, before some dumb-ass decides to try it and wants to sue the company because he didn't know he couldn't drive underwater...

Poster Thread
Anonymous
Posted: 1969/12/31 19:00  Updated: 1969/12/31 19:00
 Originally posted by: Griff
Jay obviously you are a hp numbers man. Also you must know nothing of the 4.0 vs the 3.7, there are many differences between the two.

The 4.0 is just going to last longer. There is no two ways about it. The engine takes 6 quarts of oil. I don't know if you change you own oil but find any other 6 cylinder v or i that takes that much oil and you should get a pat on the back. All that oil keeps the 4.0 running 250+ thousand miles. Oh and the manual on the TJ (which is what every rubicon should have or it is a teenage girls car) is not optimised for the 3.7 its for the 4.0

Also the 3.7 is the same as the WJ's 4.7 it just has 2 less cylinders. That speaks millions right there. If you know anything about jeeps you know that WJ owners (including myself) drive their WJ's with the warrantee book memorized.

So really keeping the 4.0 is the best thing they can do for the TJ. You'll get your chanee to ruin it with the 3.7 when the TJ gets redesigned (God Forbid)

SOLID AXLE FOREVER
REAL JEEPS HAVE 2 SOLID AXLES

Griff

Poster Thread
Anonymous
Posted: 1969/12/31 19:00  Updated: 1969/12/31 19:00
 Originally posted by: Griff
DCX responding to a complant because a group of people that use their products doesn't like something they are doing? Isn't that one of the coming signs of the end of the world?

Lets see, I remember about a year and some months ago a little squabble with DCX over a choice they had made and Jeep owners didn't like. What was it again... Oh the KJ. Jeep owners new and old ranted and raved because the KJ was the equivalant of putting the Jeep badge on a Ford Exploder. Jeep did nothing. Matter a fact they worsend the situation by killing the XJ Cherokee after saying they wouldn't when the started offering the KJ.

So hunters, I know where you are coming from. I have never gone a year since I got a license in 1960. I have owned something like 15 Jeeps, every CJ starting with a 3 ending with a 8, FSJ's, XJ's, ZJ's, and even a new WJ GCL 4.7H.O. (Nice everyone should get one). Never once since AMC gave it up has Jeep listened to what the Jeeping community wants. They have conjured up new generations that don't exsist to serve to, created awsome concepts then produced pieces of shit "based" off of them (Example: Wrangler Dakar is the basis for the Liberty KJ... Ha what a insult to the Dakar), and now they come out with something like the Rubicon Wrangler that is suppose to be some sort of reparation for what they have done by killing the XJ, introducing the KJ, and scattering IFS around the line like a cheap prosistute.

So Hunters really its a commercial, get over it. Congrats on your opinion be noted and catered to by DCX. You are officially the only group that DCX has ever cared abut that uses Jeeps for the reasons they were built, the outdoors. You won don't be bitter. I've laid claim on about all the bitter the Jeep brand can take.

SOLID AXLE FOREVER
REAL JEEPS HAVE 2 SOLID AXLES

Griff

Poster Thread
Anonymous
Posted: 1969/12/31 19:00  Updated: 1969/12/31 19:00
 Originally posted by: Erik Latranyi
TO ROBERT R.

First, hunting is a necessary part of maintaining the health of our wilderness. Hunting has saved more species from extinction than any "good itentions" from those that oppose hunting.

Second, the Bible is a translation and you obviously do not understand it. Thou shalt not kill is an incorrect translation. Properly translated, it reads Thou shalt not murder. Big difference.

Basically, the Bible allows for war and the defense of self, if necessary, through the use of murder. The Bible understands evil and that we must kill those that are completely evil (like we are doing in Afghanistan).

To compare hunting and hunter's stewartship of our resources to evil is intellectually vacant.

Erik Latranyi

Poster Thread
Anonymous
Posted: 1969/12/31 19:00  Updated: 1969/12/31 19:00
 Originally posted by: Bambi
I'm stiiiiilllll looking for my mom!

Poster Thread
Anonymous
Posted: 1969/12/31 19:00  Updated: 1969/12/31 19:00
 Originally posted by: Bill
In a society which has raised the encouragement of and support for "victimhood" and political- correctness to a cultural art form, everything that is said or done eventually succeeds in locating a person or group that is offended or victimized. Like the Jeep commercial discussed above, I expect this comment will ultimately find one or more offended victims as well. So sue me!

Poster Thread
Anonymous
Posted: 1969/12/31 19:00  Updated: 1969/12/31 19:00
 Originally posted by: Stephanie
For pete's sake......can't anyone take a joke anymore. My husband is an avid hunter/fisherman. I am constantly getting him gag shirts with dear hanging hunters from the trees. Fish sitting in the boat while catching a guy.

Come on. Lighten up. We have more important things to worry about than a commerical on TV. How about catching Osma Bin Laden for one.


Poster Thread
Anonymous
Posted: 1969/12/31 19:00  Updated: 1969/12/31 19:00
 Originally posted by: Matt
here is my comment--I'm glad to see that they had the sense to pull that ad. I am a hunter and fisherman, and I have owned a 1991 Wrangler, 1995 Cherokee, and a 2001 Grand Cherokee, all bought new, all taken out in the woods before the temporary plates were even off. Jeep is very popular among sportsmen, especially fly fisherman and bird hunters like me. They need to remember that there core audience are people who like to get their Jeeps dirty.
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