FOR IMMEDIATE RELEASE Contact: Doug Jeanneret - 614/888-4868 x 212
January 8, 2002 Beth Ruth - 614/888-4868 x 214
Jeep Takes Cheap Shot at American Sportsmen Through Anti-Hunting Ad
Columbus - DaimlerChrysler, maker of
the popular Jeep line of vehicles, has turned its back on American sportsmen
by launching an advertising campaign that glorifies anti-hunters and vilifies
hunters.
In Jeep's 'Deer Hunter' commercial,
a man drives a Jeep through a wooded site with two deer tied on 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 man's
deer. The driver of the Jeep then crosses the road to a location that
shows 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.
"Although this message was meant to
be tongue-in-cheek, it won't be taken that way by the 40 million sportsmen
across America," said WLFA President Bud Pidgeon. "This ad gives the
distinct impression that people who 'save' wildlife from hunters - and drive
Jeeps - are the good guys. In reality, the good guys are American sportsmen.
They are our nation's number one conservationists and they are the reason
that America's wildlife is flourishing."
When WLFA officials contacted Jeep,
its spokesperson, Diane Jackson, was unwilling to acknowledge the insulting
message portrayed in its commercial. She said that the ad was creative and
would continue to run nationally.
Apparently, Jeep is not yet listening
to its customers. A Jeep employee reported that calls protesting the
commercial were swamping its switchboard.
"Sportsmen need to send DaimlerChrysler
and Jeep a strong message that its anti-hunting sentiments are not appreciated,"
responded Pidgeon. "As an owner of a vehicle manufactured by this company,
I intend to personally communicate my strong resentment about the direction
this company has taken. I will encourage my friends and colleagues to do
the same."
Sportsmen can express their dissatisfaction
by contacting DaimlerChrysler at (248) 512-2992 or by faxing (248) 512-1760.
They can also write DaimlerChrysler CEO Dieter Zetsche at P.O. Box 218004,
Auburn Hills, Michigan, 48321-8004.