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Keep It In Your Pants

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Chrysler Group’s latest controversial ad seems to confirm the age-old adage Mom told before we left for college: keep it in your pants. In the past, the Dodge brand’s gotten into hot water when it decided to sponsor, then pulled out of, a “Lingerie Bowl” that was to have aired during the 2004 Super Bowl. Ads launching the Durango featured men at urinals with suggestive discussion of size. And now, a new Caliber ad uses the phrase “Silly little fairy” as a man flies around a city, changing its cityscape into gingerbread houses and toy trains. When another character utters the phrase, the “fairy” turns the man into a short-shorted caricature of a gay man, down to the pink leashes on the dogs he’s walking. Unconvincingly, a Chrysler spokesperson told the Detroit News, “We’re kind of surprised that people are making a conclusion about someone's sexual orientation based on the clothes they’re wearing.” Somewhere on the command chain from ad agency to approval levels, Chrysler’s forgotten that basic rule that we also, to be honest, left behind at the dormitory door.
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Comments (2)
  1. The last thing we need is more bland automotive commercials. Sure they may fly for a minivan or a Camry, but that’s not the demographic Dodge was targeting. I can see how some people could interpret the use of the word fairy in a negative way, but honestly, I think it’s just another symptom of our cultures hyper-sensitivity. You can’t do anything remotely entertaining these days with out ruffling somebody’s feathers. I really hope this commercial works out for Dodge. Sure they may loose a sale here or there because they offended someone, but I’d be willing to bet that they more than make up for those sales by standing out from the clutter. I hope that DCX continues to run this commercial. Pulling it at this stage would just show weakness and encourage more whining from other special interest groups.

    I also remember a phrase my Mom used to use, “you can please some of the people all the time, or all of the people some of the time, but never all the people all the time.”

    Here’s to fewer bland commercials.
     
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  2. Marty, it is not a 'man' flying around changing things, it is a fairy, a la Tinkerbell. So for a man to call a fairy a fairy, where is the harm of that. Just another example of how over the top the whole gay rights thing has become. Kudos to Dodge for a cute, to-the-point spot. It is just too bad that, while the Caliber is indeed "anything but cute", it is also anything but well-executed. When the latest from DC comes in a lowly 6th in the latest C&D comparo, it seems Dodge and DC should spend some of their ad bucks for a little more on development time and effort. To claim the Caliber is now world-class, when a simple thing like a manual shifter is found so lacking, make DC look as though they can only talk the talk, while not really being up to walking the walk.
     
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