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Fishing And Wildlife Enthusiasts Hated The Jeep Wrangler Super Bowl Ad

Commercials / 18 Comments

Not the one with Jeff Goldblum being chased by a dinosaur.

Jeep wisely used last week's Super Bowl as an advertising launching pad for its all-new 2019 Wrangler. Along with hiring actor Jeff Goldblum to relive his Jurassic Park dinosaur chase days, the other commercial was far simpler. Called the "Anti-Manifesto," a new 2018 Wrangler was filmed driving through a man-made lake, complete with a man-made waterfall, to demonstrate the SUV's off-road credentials. It also looked pretty darn cool. But not everyone thought so.

According to the Reno Gazette Journal, Chris Wood, CEO of Trout Unlimited, was not amused, despite the fact the commercial had a disclaimer stating it was shot in a manmade small lake. "They drove right up the middle of the stream, they effectively reamed the stream and glorified it," Wood said.

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"It is about the worst thing you can do to a stream." Wood claims the commercial was damaging because most of the 103 million who viewed it did not see the disclaimer. Instead, they were given the idea that off-highway driving does not cause problems for both the stream itself as well as for outdoor enthusiasts who enjoy fishing and nature. Wood acknowledged that sometimes it is necessary to cross a stream in a vehicle, but the proper way to do so is with an existing crossing, preferably one that's hardened for vehicles, and also minimizes the time and distance the vehicle is in the stream.

You see, when driving up and down a stream just for the fun of it disturbs sentiment, disrupts places where fish and amphibians breed and lay eggs, and, obviously, can crush small fish and other inhabitants. To his credit, Wood, a former CJ7 Jeep owner, isn't doing something like advocating a Jeep boycott. He instead wrote a letter to FCA CEO Sergio Marchionne to tell him "Jeep got some bad marketing advice on this one, and I hope you will discontinue this commercial and its implication that it is fine to drive up the middle of an otherwise healthy creek."