Sometimes you can’t win for losing – just ask Fiat Chrysler.
Chris Wood, President and CEO of Trout Unlimited, is criticizing the Jeep spot, saying that the commercial “glorified” the destruction of fish habitats.
Wood said many of his group's 300,000 members and supporters own Jeeps, but the images were upsetting.
"Fish are tough and resilient critters, but they don't do well with several-thousand-pound vehicles driving over their spawning grounds, tearing up the gravel where they lay eggs," he said. "Why someone would want to put out the idea that you should buy a Jeep so you could drive it up a creek is incomprehensible to me."
Fiat Chrysler has defended the Jeep spot but has also agreed not to run it again. The company’s head of marketing said that the ad agency shot the commercial on private land, as well as a county road that "experiences seasonable runoff."
The explanation and promise not to run the ad again isn’t enough for Trout Unlimited. Wood has already written a personal letter to the CEO of Fiat Chrysler and hopes to start a “dialogue” and “conversation.”
Wood said FCA apparently "got some bad marketing advice" on the Jeep campaign. He said there are plans to connect with a Jeep branch representative for a "broader conversation."
"Hopefully something good will come of this and we can begin a dialogue with Jeep to promote smart use of off-road vehicles as well as conservation of natural resources," Wood said.
It wasn’t that long ago that a simple, “Sorry, we won’t do it again” would suffice. Now, companies have to pay for their sins with a drawn out “broader conversation.” Welcome to You Will Be Made to Care: Environmental Edition, Jeep.