October 9, 2013
TrueCar.com has been running this commercial for some time now. The commercial itself isn’t terrible, but the underlying message is the worst kind of sexism. That old adage about a woman not able to go to a car dealership or mechanic by herself just radiates through this script. And, just in case you didn’t get the point, the young actress at the end has to say “I don’t need to bring a dude with me.” You know, unless I’m not using TrueCar.com’s invaluable service. Then I have to have a man by my side cause I’m otherwise helpless.
TrueCar has removed the original commercial from their YouTube channel. However TrueCar’s PR firm, PGCCampbell, sent the following response to AdWeek, attributed to TrueCar founder and CEO Scott Painter:
“Regardless of race or gender, being a more informed car buyer benefits consumers. TrueCar supplies a hassle-free experience for both men and women by providing car-buying information the public can’t get elsewhere.
“This particular ad is pro-consumer and pro-women. It was developed by our creative director, who is a woman, and it addresses a real consumer issue in the marketplace.”
Basically, we stand by the commercial but we don’t want you to see it ever again.
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