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Jeep commercial does not get "seal of approval" from sportsmen (4/10/2003)

A recent television commercial for the Jeep Liberty Renegade has again put the DaimlerChrysler Corporation under fire by sportsmen who consider the ad to be anti-hunting.

In DaimlerChrysler's "Seal Pup" commercial, a man drives his SUV across a frozen waterway until he encounters a stranded harp seal pup. He raises a spear and thrusts it downward. The man does not spear the seal, but instead makes a hole in the ice to reunite the pup with its mother. The voice-over says: "The new Jeep Liberty Renegade. It gives you the power to conquer nature, as well as the ability to protect it."

In the 1970s, the annual harp seal harvest was banned because of a slick public relations campaign mounted by animal rights organizations. Canadian sealing communities, comprised largely of Native Americans, have suffered due to the loss of the sealing industry. Federal and provincial laws tightly regulated the hunt and the seal population was found to be able to sustain the limited take.

Jeep raised the ire of sportsmen last year when it aired a blatantly anti-hunting commercial called the "Deer Hunter." After a flood of sportsmen contacts, Jeep pulled the commercial.

Sportsmen who wish to comment on the Jeep's latest anti-hunting commercial can contact Jeff Bell, Vice President, Jeep, P.O. Box 21-8004, Auburn Hills, MI 48321-8004.

CopyrightÓ  U.S. Sportsmen's Alliance- www.ussportsmen.org

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