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Universal Pictures’s Lorax can’t get any love. First, grade schoolers attacked the film studio for a lack of environmental materials on its Web site, then Fox’s right-wing host Lou Dobbs accused it of conspiring to undermine capitalism, and now environmentalists are up in arms about the merchandise and commercial tie-ins associated with the film (including disposable diapers, Double Tree hotels and IHOP). As to be expected, Dobbs’s rant is rather juvenile compared to the sensible response of kids faced with living in Fox’s demented universe. As for the tie-ins, read on.
The latest outrage is the emergence of a “Truffula tree friendly” SUV ad for a Mazda (posted above).
In response, the best quip comes from Mediate: “Having The Lorax shill for a sport utility vehicle is like using clips of Requiem For A Dream to sell diet pills, it goes completely against the spirit of the source material!” Appropriately, Jason Bittel offered this little Dr. Seuss-esque ditty:
A Lorax-branded combustion engine? I mean, seriously?
Not a hydrogen? Not an electric?
Not even a Thneed-sponsored cross-breed?
Whoever is in charge of branding
For the Lorax’s mula-making machine –
Have you read the book you’re hijacking?
Did you misinterpret what it means?