A Mothers print advertisement that tries to discredit the benefits of automatic carwashes by implying they were created by the devil apparently will not have a lengthy run.
“You will be happy to know the advertisement in question will be relatively short lived,” said Mothers CEO Dennis Holloway in an e-mailed response to a complaint letter sent to the company by the Western Carwash Association.
In the WCA’s letter, association president Jerry Nix asked for an apology, a withdrawal of the ad from further publication and a published retraction for what he called “discreditable language” that “inaccurately stereotypes the car wash industry.”
The International Carwash Association and International Detailing Association also have demanded an apology and requested printed retractions.
Holloway said Mothers shared the WCA’s disappointment. “We did not intend to upset members of the car wash industry and have sent an apology to those who have written us,” Holloway wrote.
Mothers previously issued a statement saying the company regretted that some members of the carwash industry had taken offense to the ad and apologized “to those who misinterpreted our intent.” Company officials said the ad was created as part of a “humorous, over-the-top, tongue-in-cheek ad campaign.”
When asked via e-mail to clarify what he meant as “short lived,” as well as for additional information regarding the ad campaign, Holloway said, “Unfortunately, in this highly competitive market, we are unable to discuss our marketing strategies.”
Holloway also declined to answer a question asking if Mothers would place a subsequent ad retracting the current ad’s depiction of automatic carwashes.
The advertisement asks whether drive-through carwashes are a “modern convenience” or a “gateway to hell” and includes a picture of outdated equipment. The ad copy also takes shots at carwash use of reclaimed water and chemicals, which it describes as a “gloppy coat of God knows what.” In addressing the wash process, the ad says, “Be warned, friends. Inside, evil in its purest form awaits.”
Mothers makes aftermarket car polishes, waxes and cleaners, including an at-home carwash solution, aimed at do-it-yourself auto enthusiasts. The carwash ad is running in the June issues of Car & Driver and Motor Trend.
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