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Campaign Against Arnold Worldwide's
Anti-Male Advertising
   
I've often complained about the way men and fathers are mocked and denigrated in television commercials. In November, 2004 we launched the Campaign Against Anti-Father Verizon Commercial, asking Verizon to stop running the commercial "Homework." In that ad a bumbling father tries to help his little daughter with her homework and is treated with contempt by both the girl and her mother, who orders the father to "leave her alone" and "go wash the dog." Our campaign made 300 newspapers, and the Verizon ad stopped running a few weeks later.

Today we are launching another campaign to combat anti-male advertising. Currently, several advertising agencies are competing for a $150 million advertising contract from Volvo. The agency which is the apparent favorite to win the contract is Arnold Worldwide, the creator of several anti-male commercials. Another, Euro RSCG, currently creates ads for Volvo, and created "Rosi," a popular, father-friendly Volvo ad.

We are asking Volvo not to award the contract to Arnold Worldwide and instead award it to one of the other agencies, preferably Euro RSCG.

To email and fax Volvo, click here. Be polite, but let them know how you feel about advertising which ridicules men and fathers.


The Commercials

Arnold Worldwide's anti-male commercials include the Fidelity commercials “Ping-Pong,” “Parking,” and “Kid's Toy."

In "Ping-Pong," a father plays his 11 year-old daughter, beats her, and goes into a mocking, in-your-face celebration as his daughter has the "my dad is an idiot!" expression on her face. To watch the commercial, click here.

In "Parking," a husband looks like a fool in front of his wife, who's disgusted and marches off. To watch the commercial, click here.

In "Kid's Toy," a man makes a fool of himself playing with a kid's toy in a doctor's office waiting room as a little girl and two women watch him with contempt. To watch the commercial, click here.

Arnold Worldwide did five commercials for Fidelity, four of which mock men and fathers. (The other one, featuring aging rock star Rick Derringer, is neutral and well-done). Arnold Worldwide says:

"Put simply, our work speaks the truth. It always comes out of the truth of the brand and connects with consumers in ways that we’ve found ring true with them."

Portraying men and fathers as idiots is "the truth"?

On the other hand, Euro RSCG's Volvo television ad "Rosi" is a touching commercial depicting a loving father picking up his chatterbox little daughter from school. To watch the commercial, for which Volvo is to be commended, click here.

Below is a list of Volvo's executives, along with their phone #s. I urge you to call them, and also to email and fax them by clicking here. If you can only leave a message, which will sometimes be the case, leave a short, polite message expressing your opposition to Arnold Worldwide and its anti-male commercials.

Please remember that Volvo has not done anything wrong yet. We bear Volvo no grudge, but we are trying to convince them not to make the mistake of awarding the contract to Arnold Worldwide. Our hope is that if Arnold loses its bid for this $150 million contract, it will have a ripple effect throughout the advertising industry, who will begin to understand that creating anti-male advertising can cost them money.

Special thanks to FathersandHusbands.org, which conducts valuable research about anti-male stereotypes in television commercials.

Again, to email and fax Volvo, click here.

To discuss this issue on my blog, click here. To donate to support our efforts, click here.


Contact Volvo Executives

Below are the phone numbers, fax numbers, and email addresses for the relevant Volvo executives. We are "casting a wide net," as it were. Most of the phone #s below are American ones. The Swedish phone numbers can be dialed directly--just start with 011 and proceed. All of the Swedes speak English, so don't be afraid to call them. Sweden is six hours ahead of Eastern time and nine hours ahead of Pacific time. When the intended party is not available, leave a short, clear message telling them that you don't want Arnold Worldwide to win the $150 million advertising contract because of their anti-male commercials. Always be polite and to the point.

Hans Krondahl
Executive VP of Marketing
Volvo Cars of North America in Irvine, California
ph: 949 341-6614
fx: 949 341-6613
hkronda1@volvocars.com

Tim Ellis
Director, Global Advertising and Sales Promotion
Volvo Car Corporation in Goteborg, Sweden
ph: 011 46 31 59 00 00 (the main number at headquarters)
fx: 011 46 31 59 79 30 (this is specific to Tim Ellis)
tellis23@volvocars.com

Lex Kerssemakers
Senior VP, Brand, Business & Product Strategy
Volvo Car Corporation in Goteborg, Sweden
ph: 011 46 31 59 00 00 (the main number at headquarters)
fx: 011 46 31 59 43 88 (this is specific to Lex Kerssemakers)
lkerssem@volvocars.com

Olle Axelson
Senior VP, Public Affairs
Volvo Car Corporation in Goteborg, Sweden
ph: 011 46 31 59 00 00 (the main number at headquarters)
oaxelson@volvocars.com


Volvo Cars of North America, LLC

Public Affairs
Irvine, California
Toll Free: 1 800 970-0888
Fax: 1 949 341-6713

Geno Effler
Vice President, Public Affairs
Toll Free: 1 800 970-0888
geffler@volvocars.com

Soren Johansson
Manager, Corporate Communications
Toll Free: 1 800 970-0888
sjohan44@volvocars.com

Stephen R Bohannon
E-Communications Manager
Toll Free: 1 800 970-0888
sbohanno@volvocars.com

James Hope
Product Communications Manager
Toll Free: 1 800 970-0888
jhope10@volvocars.com

Dan Johnston
Product Communications Manager
Toll Free: 1 800 970-0888
djohn116@volvocars.com

Kathleen Schinas
Media Communications Support Manager
Toll Free: 1 800 970-0888
kschinas@volvocars.com

Ingrid Alm
Media Events Manager
Toll Free: 1 800 970-0888
ialm@volvocars.com

Robin March
Executive Assistant
Toll Free: 1 800 970-0888
rmarch@volvocars.com

Click here to email all Volvo executives at once

 

Arnold Worldwide's Commercials

"Kid's Toy"

"Ping Pong"

View

View

   
"Parking"  
 

View

 
 

Email and Fax Volvo Executives

Complete and send the form below to email and fax Volvo executives.

At this time we are not seeking further protest letters.
For an explanation, click
here.

 


Re: We're concerned about Volvo's relationship with Arnold Worldwide advertising agency

Dear Volvo:

As I'm sure you are aware, currently there are several advertising agencies competing for a $150 million advertising contract with your company. The agency which is the reported favorite to win the contract is Arnold Worldwide.

We are concerned that Arnold Worldwide has created numerous commercials which mock and denigrate fathers and husbands. These commercials can be viewed here.

We are pleased with Volvo's current advertising agency, Euro RSCG, which created the popular, father-friendly Volvo ad "Rosi"--a touching commercial depicting a loving father picking up his chatterbox little daughter from school.

We are asking Volvo not to award the contract to Arnold Worldwide and instead award it to one of the other agencies, preferably Euro RSCG.

Some of Arnold Worldwide's anti-male ads include the Fidelity commercials “Ping-Pong," “Parking," and “Kids Toy."

In "Ping-Pong," a father plays with his 11 year-old daughter, beats her, and goes into a mocking, in-your-face celebration as his daughter has a "my dad is an idiot!" expression on her face.

In "Parking," a husband looks like a fool in front of his wife, who's disgusted and marches off.

In "Kid's Toy," a man makes a fool of himself in a doctor's office waiting room as a little girl and two women watch him with contempt.

Arnold Worldwide says, "Put simply, our work speaks the truth. It always comes out of the truth of the brand and connects with consumers in ways that we’ve found ring true with them." Does Volvo believe that these insulting portrayals of fathers and men are "the truth?"

Volvo has always prided itself on providing safe, reliable family automobiles, and we feel its advertising should uphold these same family values.

To learn more about our concerns, please click here. We have no affiliation with any of the advertising agencies involved.
 

Arnold Worldwide Wins Volvo Account (4/24/07)
 

News

Marketers used to venerate the father figure. So why are they making him look like such an ass?
(Brandweek Magazine, 3/3/08)

The Biz: Spike Takes Break From Bond Marathons To Laud Fathers
(Brandweek Magazine, 2/25/08)

'Dad as Buffoon' Ads Discussed in Washington Times (2/1/08)

Brandweek Prints Dozen Letters Criticizing Anti-Male Advertising (12/3/07)

Brandweek Discusses 'Dad as Idiot' Advertising, Says 'It’s Hard to Argue that Guys Like Sacks Don’t Have a Point' (11/14/07)

Another Anti-Male Ad Pulled After Protests (4/27/07)

Readers Weigh In on Why Mother and Father Know Best (CNN Money, 4/9/07)

Arnold Worldwide Wins Volvo Account (4/24/07) 

More Ad Industry Backlash Against Our Campaign Against Anti-Male Advertising (4/24/07)

$150 Mil. Volvo Picks Arnold, Nitro (Adweek, 4/23/07)

Let's Put Censorship in Its Place: Lighten Up: Advertising Is Not the Moral Compass of the 21st Century (Advertising Age, 4/16/07)

Portable On Demand Storage Decides to Remove Anti-Male Ad in Face of Protests (4/17/07)

Automotive News: Activist Sparks Volvo Ad Debate (4/9/07)

Many anti-Arnold  (Boston Herald, 4/6/07)

Boston Herald: ‘Arnold Faced Some Strange Opposition During Its Pitch to Volvo’ (4/2/07)  

Adweek: Why Can't Advertising Show a Respectable Father or Husband? (4/2/07)

Glenn Discusses Campaign with Josefa Salinas on Hot 92 Jamz FM 92.3 in Los Angeles (4/1/07)

Volvo Trims Field to Fallon, Arnold Worldwide; Adweek Labels Our Campaign ‘Odd’ (3/29/07)

Glenn Discusses Campaign on Generation Conexion on KHPY in Riverside, CA (3/28/07)

Adweek: Readers Weigh in on Our Campaign (3/26/07)

Auto Week Magazine Columnist Denise McCluggage on Our Campaign Against Anti-Male Advertising (3/22/07)

Glenn Discusses Campaign on the Joe Elliott Show in Louisville, KY (3/20/07)

Adweek: ‘Ads That Make Men Look Bad Don’t Help Women Either’ (3/19/07)

Arnold Worldwide Tries to Change the Subject in Advertising Age Article (3/19/07)

Glenn Discusses Campaign on the Nationally-Syndicated
Lars Larson Show (3/14/07)

French Financial Daily Newspaper Les Echos Covers Campaign (3/13/07)

Adweek: ‘Father Knows Best’ by Glenn Sacks (3/12/07)

Glenn Discusses Campaign on Morning News with Charly Butcher on WOWO AM 1190 in Ft. Wayne, Indiana (3/12/07)

Glenn discusses Campaign on nationally-syndicated The Business Shrink (3/9/07)

Glenn Discusses Campaign Against Anti-Male Advertising on the Nationally Syndicated Mike McConnell Show (Audio Available) (3/7/07)

Brandweek: Agency Review: Marketers Find Web Gives More Power To The People (3/5/07)

Glenn Discusses Campaign Against Anti-Male Advertising on CKLW AM 800 in Detroit/Windsor on March 6.

Glenn Discusses Campaign Against Anti-Male Advertising on the Ron Smith Show on WBAL in Baltimore

Automotive Digest: Male Activists Claim Volvo Agency Contender 'Anti-Father'

Toronto Globe & Mail Columnist Says We’re ‘Meddling’ in Volvo’s Business

French Publication Communication & Business News Covers Volvo Campaign

Volvo Issues Statement, Says Its Hand Won’t Be Forced

Adrants, Adpulp, Auto News Discuss Campaign

Adweek: 'Arnold CEO Blasts Back' at Our Volvo Campaign

Advertising Age Covers Our Volvo Campaign

Campaign Blog

 

Which Commercial Better Represents Your Relationship with Your Daughter?

Arnold Worldwide's
"Ping Pong"


View

OR

Euro RSCG's "Rosi"


View

View all commercials

 

TAKE ACTION

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