TrueCar.com is finding itself in some social media trouble for a March commercial that plays off old stereotypes that women just can’t handle buying a car on their own.
In an ad that opens with bold typeface reading “Let’s Talk Truth,” we learn that helpless ladyfolk “don’t need to bring a dude” to help them negotiate a good car deal. Not because they can walk into a dealership and get a good price on their own, but because there’s now a good “dude” replacement: a certificate that prices car value from TrueCar.com.
Here’s the spot, starring a female-only cast:
Both men and women took to Twitter and Facebook to complain about the implications of having a women-only ad about the anxiety-ridden car buying process.
TrueCar responded to various tweets and Facebook posts tying to explain its methodology. The company cited a survey that implies 77% of women usually bring someone with them to purchase a car. (It was probably referring to a 2006 Capitol One survey.)
TrueCar also begged customers not to unsubscribe from Hulu because its ad was played:
Even though the ad came out in March, people are still writing on TrueCar’s wall with their complaints.
What do you think of the ad?
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