“I don’t need to bring a dude with me,” sums up the female perspective in a commercial
for auto pricing website TrueCar.com. Some are calling the spot sexist, and TrueCar wants to make sure its side of the story is heard.
TrueCar is so passionate about this that its PR firm, PGCCampbell, has put out a press release
(labeled “not for publication,” though Reuters did) that calls attention to the debate and ends with this plea:
Many consumers—including many women—feel buying a car can be a contentious process. TrueCar's commitment has been to create common ground for consumers and car dealers by informing and empowering all car buyers.
The Huffington Post
Our request is simple: Please allow TrueCar to discuss its side of the issue before publishing or broadcasting any story.
did give TrueCar the chance to respond, and here’s what founder and CEO Scott Painter had to say:
Regardless of race or gender, being a more informed car buyer benefits consumers. 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.
did not get a comment from TrueCar, and based much of its reporting on the social media response from the public (outrage) and TrueCar (contrition).
[RELATED: Learn the 7 elements of storytelling with video at this one day video boot camp.]
TrueCar just wants its side to be heard, people. So take a look at the video for yourself, and let them hear it. Just make sure you give them a chance to explain: