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Sports Gunning Groups Demand Pro-Hunting Follow-up Spot

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DETROIT ( -- A TV commercial that showed two Jeeps being used to save wild deer from hunters has been pulled by the Chrysler Group.

The automaker said the ad was killed as a result of protests from consumers

Watch the TV spot that was killed by Chrysler after protests from hunters (RealPlayer required).
who complained the spot was anti-hunting.

The 30-second spot, entitled "Deerhunter," was created by Omnicom Group's PentaMark Worldwide, Troy, Mich. As it opens, a Grand Cherokee with what looks like two slain deer lashed on its hood and roof navigates a winding road past clusters of armed hunters. The hunters are depicted admiring the driver's skill at killing two deer.

Deer smuggled to safety
But then the Jeep is shown driving into a "Private Property, No Hunting" zone, where it stops. The driver gets out, whispers "You're safe now" into the ear of one animal and cuts both free. The two deer were actually playing possum.

As the animals bound away, an audio track intones, "With all of our patented safety systems, it's no wonder a Jeep four-by-four is one of the safest ways ever to cross treacherous terrain."

The spot ends as a second Jeep pulls up behind the first one -- it has also smuggled a live deer out of the hunting zone.

Hunters 'up in arms'
A Chrysler spokesman said the commercial aired nationally on Jan. 6, during a football broadcast. He said the marketer pulled the spot later that week and sent a letter Jan. 14 to groups "representing hunters who were up in arms."

Chrysler received hundreds of communications, mostly faxes, e-mails and phone calls, complaining about the spot, he said. As of Jan. 18, the automaker had gotten several individual communications that the apology isn't enough; they want Jeep to do pro-hunter ads.

The spokesman declined to discuss whether PentaMark would be called upon to do that.

Second incident
It's the second time in recent weeks that Chrysler has had complaints about its advertising. The marketer redid part of a regional Chrysler Concorde sedan TV spot that referred to sexual activity in the sedan's roomy back seat after consumers complained.

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