What Did Ad in Maxim Say That Angered Trucking Industry?

Truckstops pull magazine over law firm's offensive message

Greg Lindenberg, Editor, CSP

Maxim (CSP Daily News / Convenience Stores / Truckstops)

SAN ANTONIO, Texas -- Truckers, trucker organizations and truckstop chains had a swift and strong reaction to an advertisement in the June issue of Maxim magazine.

The full-page ad, for San Antonio, Texas-based personal injury law firm Villarreal & Begum, shows the image of a truck cab, with the words "Serial Killer" above and "3,561 people died on America's highways last year. Another 2.36 million were injured. You need a law firm you can Trust. You need Experience. You need Strength. You need Villarreal & Begum. We're proven leaders in prosecuting cases involving death and catastrophic injury."

Truckstop and travel center networks Pilot Flying J and TravelCenters of America both removed the issue from their retail shelves upon learning about the ad.

In a statement provided to CSP Daily News, Knoxville, Tenn., Knoxville, Tenn.-based Pilot Flying J said, "Pilot Flying J is pulling all current copies of Maxim magazine from the shelves at its more than 650 travel centers and travel plazas across North America because of an ad that the company does not believe accurately depicts professional drivers. Pilot Flying J is proud to serve professional drivers and grateful for the important work that they do."

Tom Liutkus, spokesperson for Westlake, Ohio-based TravelCenters of America, which operates the TA and Petro travel center chains, told CSP Daily News that the issue has been "removed and destroyed."

He added, "The trucking industry rallied today and made for a quick end to this issue."

In a Facebook post, the Truckload Carriers Association said, "TCA is proud of the immediate action from truckstop retailers who pulled from their shelves the current issue of Maxim magazine, which features an ad depicting the #trucking industry as 'serial killers.' Click here to learn how you can get involved, and how to reach Maxim directly: http://ow.ly/xFsNC. Join the conversation on social media networks by using the hashtag #NotASerialKiller."

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