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Stereotype of the Month Entry

Another Stereotype of the Month entry:

R!OT Gives Jeep Spot Its Seal of Approval

By Jean-Francois Lepage
September 24, 2002

Studio Creates Subtle Effects for Spot Filmed in Greenland

Santa Monica, CA—R!OT recently used its visual effects artistry to change day into night for a beautiful new spot for the Jeep Liberty Renegade and BBDO, Detroit. Inferno artist Claus Hansen took production footage shot on a Greenland glacier during broad daylight and made it appear as though the scene occurred at night—even adding headlights that find a seal pup in the snow.

Directed by Henrik Hansen of Flying Tiger Films, Santa Monica, the spot follows a Jeep Liberty Renegade as it makes its way across a rugged, frozen landscape. The vehicle comes to a halt near a spot where a seal pup lies motionless on the ice. The Inuit driver of the SUV gets out and heads toward the creature taking with him a menacing-looking pole topped by a narrow blade. Standing over the pup, the man raises the pole and, as a smile creeps over his face, he makes a quick thrust downward. While viewers gasp, the next shot reveals that the man was not aiming for the pup, but rather he made an opening in the ice to free the pup's mother trapped below.

The point of this dramatic demonstration? "We wanted to support the notion that Jeep owners are at one with nature," said BBDO copywriter Tom Topolewski. "It a sweet story about caring about the environment. That's the nature of Jeep."

Rob's comment
The problem with this ad is that it implies the Inuit aren't in tune with nature when they go about their normal lives—which may include killing animals for food. In reality, every culture in history, whether "natural" or not, has eaten meat for sustenance.

If one defines "being in tune with nature" as not harming nature in any way, the concept doesn't exist. Even animals aren't in tune with nature by that definition.

Related links
Eskimos:  the ultimate aborigines

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