Mockery drive

Published: Monday 15 May 2006

Rough ride Automobiles USA

A write-your-own-ad approach by us-based automobile company Chevrolet seems to be backfiring with consumers sending in commercials that are taking the mickey out of it.

The company had introduced a website allowing visitors to take existing video clips and music, insert their own words and create a customised 30-second commercial for the 2007 Chevrolet Tahoe, a sport utility vehicle (suv). The idea was to generate interest on the web for the Tahoe. But the videos that were circulated attacked the vehicle for its low gas mileage, with statements like "Our planet's oil is almost gone" and " us $70 to fill up the tank, which will last less than 400 miles". Another commercial asked: "Like this snowy wilderness? Better get your fill of it now. Then say hello to global warming."

A spokeswoman for Chevrolet, Melisa Tezanos, said the company did not plan to shut down the anti- suv advertisements and had anticipated that there would be critical submissions. "We knew that we were going to get some bad with the's part of playing in this space.

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