Greenpeace has launched a new film targeting gas guzzling 4x4s. Using the language, style and production values of traditional car adverts, the film subverts TV tactics and challenges the image portrayed by the advertising industry of 4x4 drivers escaping their urban environment for the freedom of the open road. Greenpeace took advice from advertising industry insiders before producing the film.
John Sauven, Greenpeace communications director, said: ‘Confronting the car advertising industry has never been more important. As climate change threatens our existence on this planet we cannot let the advertisers off the hook. Showing images of urban 4x4s driving across an arctic wilderness is insane given that the polar ice caps are melting due to the inefficient use of fossil fuels. We need to challenge head on the language and images that make 4x4s attractive, exposing the reality when you get behind the wheel. That’s what this film is about.’