Anti-Trucking Ad Sparks Outrage

This story appears in the June 16 print edition of Transport Topics.

A magazine advertisement from a plaintiff’s law firm caused a public relations tempest that generated apologies from the publication and the lawyers who advertised after raising the ire of truck drivers and fleet executives.

Villarreal & Begum, a San Antonio-based firm, was searching for injured people to represent in court. The firm placed an ad in the June issue of Maxim magazine that featured a heavy-duty tractor viewed head-on under a headline reading, “Serial Killer.”

The text discussed highway accidents and urged injured parties to contact the lawyers. Reaction came swiftly, and led the magazine to agree to run pro-trucking ads in future issues.

“I had a driver call me at home very early on Thursday morning [June 5]. Then members [of American Trucking Associations] sent me copies of the ad via e-mail — all before I came into work,” said Elisabeth Barna, an ATA vice president who works on public outreach, including the America’s Road Team program.

ATA President Bill Graves wrote a letter to the editor of Maxim, a monthly magazine catering to young men, with copies to the magazine’s ownership, Biglari Holdings.

“We are horrified that your magazine would publish an advertisement that depicts the professional truck driver as a serial killer,” Graves said, adding that the ad and the decision to publish were “absolutely appalling and outrageous.”

Beyond Maxim readers who might work in trucking, the publication’s parent company has a significant presence in trucking. Biglari owns First Guard Insurance Co., an underwriter of trucking insurance.

The publicly traded corporation also owns Steak ’n Shake and Western Sizzlin’ restaurants.

In an apology posted on the Maxim website, editors characterized the ad as “offensive” and said it “does not reflect the beliefs or opinions of the people at this magazine.” The letter said new policies are being put in place to review ads so a similar situation does not occur.

“A new day now flourishes at Maxim, and we will show steadfast support for the very industry that carries our magazines to newsstands and readers around the world,” the apology concluded.

The law firm also posted an apology on its website.

“It was never the intent of the Villarreal & Begum Law Firm to disparage the hard-working Americans that drive tractor-trailers for a living,” the statement said.

“The ad was inartfully created, and we could see how it may have caused our message to be misconstrued. We recognize the service that truck drivers provide to this nation and acknowledge that most truck drivers are safe and responsible drivers,” the firm said.

The attorneys said they would stop using the ad, but also recommended that people injured in highway accidents should seek legal representation.

Barna said that as a result of discussions between ATA and Maxim, the magazine pulled the ad from its website and replaced it first with trucking industry facts and later an ad from the “Trucking Moves America Forward” campaign, at no charge.

Maxim will also run a TMAF ad in its July/August issue, also at no cost, Barna said.

Graves said June 6 that he was pleased with the resolution to the issue.

“We want to thank all the ATA members, state trucking associations, truck drivers, technicians and all our industry partners for coming together,” he said.

“The swift response of the industry and Maxim’s equally swift response demonstrate clearly how formidable the industry can be when telling its very positive, very compelling story,” Graves added.