Jeep’s Superbowl Ads Under Fire from Conservationists

Jeep's Super Bowl commercials have at least one person up in arms.

Chris Wood, president, and CEO of Trout Unlimited, an American non-profit dedicated to the conservation of freshwater rivers, called the recent Jeep Super Bowl ad "Anti-Manifesto" reckless and irresponsible.

The ads in question feature a 2018 Jeep Wrangler crossing rivers and streams without using purpose-built crossings such as a bridge, in a tribute to the iconic automaker's off-road and overlanding fan base with relevant imagery.

At about the 10-second mark, the producers of this Superbowl spot inform viewers that a "closed man-made lake and waterfall" were used for the making of this ad.

In a second ad titled "The Road," no such disclaimer is given. The scene in the latter ad appears completely natural, giving Wood cause for alarm.

"I used to own a CJ7 and took that truck all over the hills of Vermont. What I never did, however, was drive up the center of a stream," exclaimed Wood. "They drove right up the middle of the stream, they effectively reamed the stream and glorified it. [...] It is about the worst thing you can do to a stream," he added.

Wood advises the correct way to cross a freshwater stream is through designated crossings. A formal petition to Jeep to discontinue the ads is in progress. Jeep has yet to respond.


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