Chevrolet – making it clear where they stand

By: American Decency Staff

ad·ver·tise   verb   ˈad-vÉ™r-ËŒtÄ«z
to make the public aware of something (such as a product) that is being sold
(Merriam-Webster Dictionary)

Merriam-Webster needs to get with the times.  Today many corporations are selling something – but it doesn’t seem to be their products. 

Case in point – the latest Chevrolet commercials currently airing during the Winter Olympics.  Chevrolet has produced two new ads entitled “The New Us” and “The New Love.” 

“The New Us” ad, a heart-string-pulling, awww-isn’t-that-touching commercial, features, well, touching depictions of family moments.  However, Chevrolet’s definition of a “family” also includes two homosexual men raising children.  The ad features same-sex couples with children as voiceover narration states:  “While what it means to be a family hasn’t changed, what a family LOOKS like has.. THIS is the new ‘us’.”  The narrator ends with: “Chevrolet Traverse … for whatever shape your family takes.

GM now seems to be in the business of morals instead of motors.  I never realized that Chevrolet was the definer of what is a “family” – I always thought that it was the Creator of families who made that determination. 

But according to Chevrolet, “what it means to be a family has changed.”  And that’s the message the company wants to send to all the Olympic viewers.  Oh, and by the way, purchase a Chevy Traverse to cart around your misshapen “family” while you’re at it.

The other new ad by Chevrolet is “The New Love” commercial.  This ad pushes “progress” – changing from our old ways to new and better ways.  The narration states: “that even though the world is constantly changing, the things that matter most remain the same.”

“The New Love” commercial continues with this commentary: “Like the old love, the new love starts with a kiss” as the ad depicts the “old” love of a heterosexual couple shown kissing, then moves to the “new love” of a wedding scene of two men getting married. 

The ad goes on to talk about “the old family” and “the new family” and ends with this faux-pearl of ‘wisdom’ –  “Because when you know what you stand for, you know where you’re going. With a whole new line-up for a whole new world, the new us, like the old us, is built on the things that matter most.”

Well these ads certainly show what Chevrolet now stands for – and it’s not baseball, hotdogs, and apple pie.  Chevrolet is right on one thing – the world is changing.  Chevrolet may jump on their politically-correct station wagon to scold viewers into accepting their “new” definition of family, but what truly matters most is the One who never changes – nor does His truth.

According to Chevrolet Chief Marketing Officer Tim Mahoney: “Perhaps more than any other event, the Winter Games represents the global values that unite us.  In this context, we saw an opportunity to extend the Find New Roads story by showing how Chevrolet is helping consumers try new things and break new ground.”

However, the “global values” that Chevrolet is pushing in these ads do not represent the values held by millions of people from all over the world.  As Chevrolet tries to “help consumers try new things,” they may very well be alienating vast numbers of potential customers.

Chevrolet is leaving their family-values image behind to side with those attempting to bully those whom they have accused of being “intolerant bullies” for adhering to biblical values.

Chevrolet has joined AT&T, Chobani yogurt, and other American companies in chastising Russia for their new law banning homosexual propaganda from reaching minors.  As Forbes magazine comments, the Chevy ad “not-so-subtly sticks it to the Olympic hosts over their anti-gay-activism laws and sets up Chevrolet as an unlikely provocateur in the ongoing uproar over Russian societal discrimination against homosexuals …”

However,six years ago when the 2008 Summer Olympics were held in Beijing, China I don’t recall any of these corporations getting on their bully pulpits to rebuke China for their highly egregious human rights violations and religious persecution of Christians.

As the Chevy ad states:  “when you know what you stand for, you know where you’re going.” 

Chevrolet has made it clear where they stand, now it’s our turn to let them know where we stand.

Take Action!  Click here to send a message to Chevrolet telling them that they can keep their “changing” values, we’re happy with our changeless ones.

————————————————————————————-

To support our efforts please click hereor mail your gift to American Decency Association (ADA), PO Box 202, Fremont, MI 49412.   

 American Decency Association is a member of the Evangelical Council for Financial Accountability.

---