Are the new Chevy ads offensive?

Have you seen the new Chevy ads with John Mellencamp singing and images of Rosa Parks, 9-11, Hurricane Katrina, MLK, Vietnam, Nixon, etc? Are those offensive?

I think I’m borderline offended.

Supposedly Chevy cut out a scene showing a nuclear bomb test and additional 9/11 scenes. At least that shows they have sense, but… damn.

I mean, I get it… this is America – right-o. But more than half of the images they’ve chosen deserve a little more… respect? reverance?

8 Comments on “Are the new Chevy ads offensive?”

  1. I’m getting the impression that you’re offended that Chevy is using American history to sell trucks. I think the commercial is great, and it does what a good ad should: it elicits an emotional response. The problem is this: it ain’t gonna make me buy a Chevy, any more than the lady paying for the guy’s dry cleaning is gonna make me buy a Ford.

  2. It’s not that they’re using American history, per se. It’s more that you take these incredibly emotional times in our society (like 9-11 or Katrina) and then you slap a Chevy logo on them. It’s disrespectful and irreverent.

    Let’s use another country’s history as an example. If BMW had an ad with a convertible rolling in front of Auschwitz – is that a good ad? Probably not.

    You’re right, it doesn’t make me want to buy a Chevy, but it does make me want to (almost) buy anything but a Chevy.

  3. I think I would have been happier had they portrayed positive images. I get a commercial should elicit an emotional response, but if it’s one of sadness – that doesn’t make me want to buy anything, much less a truck.

  4. Saw the commercial this weekend…and I half to say that I agree with Kevin. When I realized at the end it was Chevy…I kinda felt misled. Like the commercial was maybe for military recruiting not a vehicle!

  5. From your comments, I would bet that none of you have ever beeb IN a truck, much less be in the market for one. To people who work for a living, the truck is like your favorite boots, hammer, shovel — a reliable tool. You get attached to these things. Whenever there is job to do, a mess to clean up or someone who needs help, a Chevy’s been a part of it. You see a lot of Suburbans in flames in current shots from Iraq. Watch it again, maybe you’ll feel something this time.

  6. I’m a truck owner, Tim, so I think my credibility on this is every bit as good as yours. I suppose we’ll have to agree to disagree. If you actually read some of the links in the post and comments, I think you’ll see that the issue most people have is with the exploitation of the imagery, not with trucks.

  7. I find the ad incredibly distasteful. Using images of people dying to sell pickup trucks is not smart advertising.

    I’m sure people who lost friends and family in 9/11 and Katrina are just thrilled about the ads.

    Chevy needs to remove the ads immediately and make a public apology.

    If you feel the same way you can email Chevy your complaint right from their website, and it only takes a second: