WTF: Environment-Focused ‘The Lorax’ Pushes SUVs
So much for that liberal, pro-environment, anti-industrialist agenda Fox NewsaccusedThe Loraxof pushing. In a truly WTF bit of cross-promotion, the title character ofDr. Seuss' nature-friendly fable is shilling for the 2013 Mazda CX-5. That’s right: The feisty Lorax, who famously “speaks for the trees,” is promoting an SUV, and not even a hybrid at that. This makes even less sense than the time China Glaze encouraged us to identify with the dangerously frivolous Capitol folks by buyingHunger Games-themed nail polish. Watch theLorax-themed Mazda commercial after the jump.
[viaMother Jones]
To be completely fair, the CX-5 has beenratedby the EPA as the most fuel-efficient non-hybrid SUV available. I can see why Mazda would be eager to play up the green angle. Still, considering that cars in general and SUVs in particular are considered to be awful for the environment, it’s hard to swallow the ad’s claim that the CX-5 is “Truffula tree friendly.”
Sadly, this isn’t the only not-so-green product the Lorax is selling — there are alsoLorax-themed disposable diapers. I’m not saying people shouldn’t buy SUVs or disposable diapers, but using the Lorax to promote products known for being environmentally unfriendly seems to undermine, oh, I don’t know, the entire message of the tale. AsMediaiteputs it, “HavingThe Loraxshill for a sport utility vehicle is like using clips ofRequiem For A Dreamto sell diet pills, it goes completely against the spirit of the source material!”
I’ll stop now, because I can’t do better than this Seussian critique from Jason Bittel at Fitting Group:
Whoever is in charge of branding
For the Lorax’s mula-making machine -
Have you read the book you’re hijacking?
Did you misinterpret what it means?
