Internet Outrage Makes State Farm Pull "Humiliated Cyclist" Ad
by Michael Graham Richard, Gatineau, Canada on 04.11.08
If you click on the Youtube video above, what happens? That's right. Not available. Because of a lot of negative feedback from blogs such as StreetsBlog, Grist, and of course, TreeHugger.
What you used to be able to see in that ad was a ridiculously dressed guy who feels humiliated because high gas prices forced him to... cycle to work. The subtext from State Farm is that biking to work is something you are reduced to, not a valid option on its own. It can't possibly be a choice!
State Farm Director of Marketing Communications Tim Van Hoof explains why they pulled the ad:
As I mentioned in an earlier comment, I am sorry the advertisement offended anyone. Our intention with this particular ad was to recognize and empathize with the everyday challenge of high gas prices, and suggest that State Farm could help by providing lower auto insurance rates than a person may be receiving from their current provider.But clearly we have heard your concerns. In fact, we take very seriously each letter, email and blog comment we receive.
During the past few days, I discussed the perception of this advertisement with others at State Farm, and we decided the right thing to do would be to discontinue it. We will remove this ad as quickly as possible from the current rotation schedule.
Please know that State Farm is very concerned about doing what we can to improve the health, safety and environment in our communities.
For example, in numerous states, employees can earn up to $1.50 a day by ridesharing, walking, or riding a bike to work. We also have more than 1,200 employees participating in van pooling throughout the country.
State Farm has also been a supporter of bicycle safety through the thousands of bicycle rodeos we’ve held for children throughout the US and Canada. We remain open to discussion about how State Farm might partner with the bicycling community in the future.
Now lets see if State Farm will be receptive to some of the suggestions made by StreetsBlog readers.
Update: If you want to discuss this and make some suggestions to State Farm, head over to the TreeHugger Forums where a discussion about this has been started. If we get enough interesting ideas, we'll try to get them to State Farm.
Thanks to Aaron Naparstek for the tip.
See also: ::Giant Twist Freedom DX Electric Bike, 75 Miles per Charge, ::Schwinn's New Line of Electric Bikes, ::Stupid Bike Lanes, ::Decatur High School Principal Rides His Bike
Once they start figuring how to make money selling bike insurance I'm sure they'll stop being such jerks.
Well done!
The irony is that gas prices are so high BECAUSE people choose to drive everywhere needlessly.
A friend working for Washington State Fisheries receives $2/day for bicycling to work. I personally have been cycling for 52 years and in my consulting work I ride daily to the post office box, the bank, and to many of my clients about ten months of the year. State Farm has a regional office here, but they located their new facility so far out of town, riding is impractical for most. They remain clueless.
It's Streetsblog, not StreetBlog.
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ed. thanks, fixed.
I never saw that ad as negative. Whatever the intent I think it's good to see images of people commuting via bicycle on TV. God knows they are few and far between. Maybe that ad made some people consider bike commuting who hadn't before. I guess if they see him as ridiculously dressed then it might put them off instead. I didn't see it that way but I guess I'm in the minority. The only thing that was slightly silly about his attire was the combination. Most serious commuters dress in riding clothes and change when they get to work. Some of us ride in our work clothes. I've never seen anyone dressed like the guy in the ad but so what? I think people are smart enough to figure out they can dress how ever they like to ride.
wonderful. good to hear
I'm a photographer and I go to all my photo shoots by bicycle (http://russroca.blogspot.com).
I have tried to get insurance for my cargo bikes but no insurance agent has taken me seriously! I send out queries and I get no responses. I've met with agents from State Farm and Farmer's Insurance and they look at me as if I'm crazy and give me a smug no without even TRYING to accommodate me.
I challenge State Farm to have an agent contact me and offer me a protection plan like any other legal road user.
SF you can contact me through my site.. www.russroca.com
Email is listed there.
Boy, someone played hooky from kindergarten when we were learning that sticks and stone may break our bones, but names can never hurt us.
Here's what I think: Don't like the commercial? Don't buy the product. Crying over spilled milk isn't going to win you any cool points – image being such a concern for you.
As an avid mountain biker myself I thought the ads was quite fitting. I bike for fun - not to save gas. Nor do I think my Mom will do too well biking across town to work. I guess that means I'm not insecure like everyone who decided to get all bothered about it. There you go ... pat yourself on the back. You acted like a bunch of whiney babies and you got your way over a ridiculous issue.
Too bad for the actor guy tho if this means he gets less money for it not airing.....
(he did have great legs lol)
It may be off youtube, but it is still running on national TV. I saw it last night while I was watching Law & Order.
Get a life. I can't believe you people are so worked up over a 30 second commercial. This kind of over-sensitivity and "I have all the answers" attitude is what makes you look bad, not a stupid commercial designed to sell auto insurance. Good Lord.
I still don't see the whole "humiliated" angle. He doesn't look humiliated at ALL! In the contrary, he looks quite happy with it.
Funny as it seems now, I bet not too far in the future someone somewhere will try to make it manditory that eveyrone biking on pubilc roads has "bike insurance". Personally, I figure if I have to pay car insurance and I choose to leave my car at home and bike it in today, that same insurance should cover me.
USAA obviously missed the whole State Farm debacle...here's an excerpt from their latest "USAA Your Money" newsletter to members about 10 Smart Moves to Save on Gas:: "Gas prices hit record highs in April and, at $3.50 or more per gallon, you may be tempted to trade your car in for a scooter — or resort to pedaling your way to work. Before you make any drastic financial and lifestyle sacrifice, consider these tips from the U.S. Department of Energy, the Environmental Protection Agency and gasbuddy.com:...". Since when is pedaling to work a drastic sacrifice that should be avoided?