There's content (a quick writeup) after the poster: it's a quick image to sum it up.

Why? (The 20 Second Version)

As outrageous as this is (a childhood story icon directly promoting a commercial brand), it’s actually not the most disturbing thing about the tie-ins from the movie “The Lorax”.  This is:

  • Mazda donates $1,000 to the school library (great!…)
  • Kids are told (marketed?) they can raise up to $1 million and…
  • … win a trip for 4 to Universal Studios…
  • … if they persuade their parents to test drive a Mazda.
 “I track school advertising for a living,” said Josh Golin, associate director of the Boston-based Campaign for a Commercial-Free Childhood. “This is among the most outrageous examples of any school advertisement program I’ve ever heard of.”
  • Oh, and Mazda “donates” $25…
  • … if their parents bring a special cert from their kids for the test-drive.
Outside the school, hundreds of kids — including many who hadn’t been privy to the Lorax reading event — filed past the two Mazda vehicles on display. Some reached out to touch the cars. A few kneeled to have their photographs taken. Others erupted into a spontaneous chant.“Lorax car, Lorax car, Lorax car!” they said.


Also, on Mazda’s TV Commercial…

In their commercial (link to Youtube)…

Commercial excerpt: “Mazda, with Skyactiv Technology, and who received the only Truffula Tree Seal of Approval.”

The Hummingfish who moved away because of the pollution brought in by the the story’s antagonist are now promoting the Mazda SUV.

What can I do?

It’s ultimately up to you, but here are a few suggestions:

1) Don’t watch the movie or support its tie-ins (I won’t)

2) Spread the word and help begin a movement!

3) Sign a couple Petitions

4) Discuss/Comment at bottom of this page

Outrage over the Internet (feel free to post more in comments, I’ll update this):

Eugene (@ideaOwl)

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