I've been watching this Chrysler Town and Country commercial for months and every time I see it I am disturbed. It's clear the spot was directed so that the boy who jumps in his mother's van is running from a gang of boys who want to beat him up.
The voiceover suggests it's just a race home, though even in this challenge there is a note of menace.
You can see from the face of "Parker," the boy they are chasing, that he is running in fear.
What was the agency that made this thinking? It's bad enough that school teachers across the country turn a blind eye (or even participate) to bullying behavior. But for an ad agency, in this case, I believe it's Fallon since they're the agency of record for Chrysler, to run an ad which uses the situation to get attention (and entertain and sell) in the today's climate is irresponsible. Because while it's true this behavior is widespread, showing it in a commercial in this way normatizes it. Condones it, even as Parker manages to get away because of the hero product, and his clueless mom driving the Town and Country.
Chrysler should stop running this ad immediately. And both Chrysler and Fallon should be contributing serious money to organizations that combat the scourge of bullying and organizations that protect lgbt youth and youth at risk of bullying.
There has been enough written about this online for me to know now that I'm not the only person who sees this storyline. And some say that the voiceover track was changed from a more overt bullying situation. I wouldn't be surprised given the way the spot is directed. I would guess that the agency presented this to the client as an inexpensive fix to a bad mistake. Sorry guys, doesn't work. You ought to eat the cost, and reshoot a new spot. And pay for your mistake with support for bullied youth.
Take a look at the spot: do you see this the way I see it? And where the hell is GLAAD? After last week's awards to agencies for the good they do, why haven't they raised this as an issue?
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