Toyota Apologizes to Fresno for Inappropriate Commercial

11/10/2007 (KFSN) -- Toyota apologized to Fresno Friday for making the city a punch line in one of its latest commercials. The car company changed the ad, but that may not be enough to satisfy some Fresnans.

The commercial only aired on the east coast, but it is available online. It was the work of a New York ad agency and it's meant to be humorous, but like a lot of jokes, it hit Fresno right where it hurts: in a source of self-esteem.

Toyota's gag is eliciting gasps from Fresnans who see the ad touting the Prius as a world-changing solution to the pollution problem.

The ad is just the latest sequel in a series of Fresno-bashing Hollywood references, chipping away at the city's image.

Action News showed the ad to city council members and other residents. They all say the ad unfairly misrepresents the city, especially considering the leadership role Fresno is taking in alternative energy: the same field in which the Prius is a shining star of the automotive industry.

Henry T. Perea, Fresno City Council, says "First impression: Toyota took a cheap shot at Fresno and that was really done in poor taste."

Blong Xiong, Fresno City Council, says "We're one of the leading cities in the nation when you talk about bio-energy, reusable energy, and solar energy."

Council Member Xiong says the commercial won't make him trade in his Prius and city officials say they're not about to dump the 7 Priuses in their fleet now.

But the ad also caught the attention of Senator Dianne Feinstein, who complained to the president of Toyota.

Two days later, the company pulled the commercial and sent a letter of apology to Fresno Mayor Alan Autry. It says: "please accept our deepest apology for this serious error in judgment and we hope you will accept our apology for this transgression."

Council Member Henry T. Perea says he's looking for more than just a verbal apology. "I'd be willing to forgive Toyota if they located a Prius plant here in Fresno."

Perea's request is more than just a joke. Fresno was actually under consideration for the first Prius plant in the United States three years ago.

Toyota is now considering locations for a couple new Prius plants and Fresno could stand to gain thousands of jobs.

Get more News »

• Email
• Print
• Report a typo
•