Jeep in hot wa­ter over ad with SUV romp­ing in wild wa­ters

Manteca Bulletin - - Nation -

RENO, Nev. (AP) — The head of one of the na­tion’s largest fish con­ser­va­tion groups says Fiat Chrysler’s Su­per Bowl ads “glo­ri­fied” the de­struc­tion of aquatic habi­tat in an ap­par­ent at­tempt to ap­peal to off-road thrill-seek­ers.

It’s the sec­ond time ads by the au­tomaker have drawn com­plaints since the Feb. 4 game.

Trout Un­lim­ited Pres­i­dent and CEO Chris Wood said Wed­nes­day that one ad gave the im­pres­sion a Jeep Chero­kee was splash­ing down the mid­dle of a wild streambed.

Fiat Chrysler is de­fend­ing the ads but says there are no plans to run them again. It says the spot with the Chero­kee was shot on a flooded county road and an­other with a Jeep Wran­gler was filmed in a man-made lake with a man-made wa­ter­fall on pri­vate land.

Wood said many of his group’s 300,000 mem­bers and sup­port­ers own Jeeps, but the images were up­set­ting.

“Fish are tough and re­silient crit­ters, but they don’t do well with sev­eral-thou­sand­pound ve­hi­cles driv­ing over their spawn­ing grounds, tear­ing up the gravel where they lay eggs,” he said. “Why some­one would want to put out the idea that you should buy a Jeep so you could drive it up a creek is in­com­pre­hen­si­ble to me.”

The Reno Gazette-Jour­nal first re­ported the ad flap last week. Pam Har­ring­ton, Trout Un­lim­ited’s Ne­vada field co­or­di­na­tor, told the news­pa­per she was up­set be­cause she’s worked with ATV clubs in Idaho re­pair­ing dam­age caused by ir­re­spon­si­ble driv­ers.

Stream habi­tat im­prove­ments are part of the decades­long ef­forts to pro­tect en­dan­gered sal­mon in the Pa­cific North­west, where re­search shows river­bank dis­tur­bances and sed­i­men­ta­tion chokes off fish eggs.

Newspapers in English

Newspapers from USA

© PressReader. All rights reserved.