http://www.educationnews.org/friends_and_colleagues.htm
Mitsubishi should pull distasteful ad
FRIENDS AND COLLEAGUES:
(Sept. 3rd) I had the unfortunate experience of viewing a new TV ad for the Mitsubishi car model the “Lancer.”
The ad opens with a shot of the car and these words on the screen:
“It must think it’s dyslexic.”
Next screen:
“It looks like a $41,000 car.”
Next screen:
“But it’s really a $14,000 car.”
The ad goes on to describe the many great features found in this very reasonably priced car.
Need I say more???
Today I’ve called the corporate office of Mitsubishi to file a complaint about this ad (created by Deutsch, Inc.).
I urge each of you to do the same, either by phone or letter (or both!) to:
Write:
Mitsubishi Motor Sales of America, Inc.
Attn: Customer Relations
6400 West Kaletta Ave.
Cypress, CA 90630-0064
FAX: 1.714.934.7655
Phone:
Monica Lewis or email [email protected]
Corporate Communications Group
PH: 1-714-372-6454
The message should be:
It is most disappointing that Mitsubishi, with their millions of dollars to invest in advertising, has chosen to trivialize a serious and life-long disability in order to sell cars! By choosing to run this ad, Mitsubishi is undoing years of work by disability organizations to promote the understanding of dyslexia.
Ask that Mitsubishi:
- discontinue this offensive TV ad immediately;
- issue a public apology for the inappropriate message it conveyed;
- make a significant corporate donation to the Coordinated Campaign for Learning Disabilities (www.AboutLD.org)
Post your comments on this article
––––––––––––––––––
In response to your questions, the following can be attributed to Mitsubishi Motor Sales of America, Inc.
“Mitsubishi Motor Sales of America is aware that some people have expressed concerns about references to dyslexia in a recent advertisement for one of the company’s vehicles. The ad is designed to demonstrate the extraordinary value of a Mitsubishi Lancer and was not intended in any way to belittle people with dyslexia. Mitsubishi Motors takes seriously any concerns about the company and its advertising, and regrets if anyone was offended by the ad.”