Chevrolet gets it all wrong

I like to watch a good football game. Sunday I caught the end of the Broncos-Patriot game (go Peyton Manning) and then watched the entire 49ers-Seahawks game. My husband went to bed but I stuck with it until the trophy was presented (including that horrible interview between Pam Oliver and Jim Harbaugh).

The online world lit up after Chevrolet ran an ad several times during the games touting their High Country pickup truck. The truck looks like it is a thing of beauty, comfort, and performance.

The High Country isn’t built to appeal to people who like tofu, veggie burgers, and kale (and quinoa, based on the Chevy Trucks Facebook page).

Chevrolet said so.

Chevrolet thinks tofu is for women, as the macho truck driving man hands an attractive woman a recyclable ¬†grocery bag while the voiceover says “tofu” (nice touch adding the eco-friendly bag). Ridiculing veggie burgers and kale salad were next on the menu.

But enough of that girly stuff. Chevrolet switches to football jersey wearing men tearing into the food Chevrolet thinks their truck owners eat: beef burgers and grilled chicken cooked over a fire. They close with a visual of the large covered smoker the truck pulled to the cookout, and say of tofu, veggie burgers, and kale, “be damned” (whew-that set off a firestorm of criticism).

The number of American farms owned and operated by women doubled between 1982-2007. The USDA reported in April of last year that 1 Million women are the primary and secondary operators of farms in our country, boosting our ranks to 30 percent of the farm owners in our country. The United Soybean Producers “Farmer Profiles” page includes two women among the five growers featured there.

I’ll bet somewhere on their farms those women have a pickup truck. Maybe a couple of them. I wonder if these women know High Country pickup truck drivers are not the kind of people who eat soybean based foods like tofu or veggie burgers, you know, “girl” foods.

Maybe during the Super Bowl in a couple of weeks Chevrolet will introduce a full size pickup truck that is only powered by renewable energy. In pink. With cup holders designed for yogurt containers and hummus. Because women deserve a “special for us” choice in pickup trucks too.

About Katherine Helms Cummings

During the day I am a social and environmental activist whose professional work has been in the nonprofit world for the last 12 years. Most nights and weekends I am an artisan making accessories with upcycled cashmere and woven textiles. My handmade items are available at The Sassy Gal http://thesassygal.org
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2 Responses to Chevrolet gets it all wrong

  1. SEDM says:

    Wow, did you set they updated the ad for the Super Bowl?! The original saddened me too.

  2. Pingback: Chevrolet downshifts on truck ad | Rural and Progressive