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How Mazda's Lorax campaign went awry

The film adaptation of
The film adaptation of "The Lorax" hits theaters on Friday, March 2.
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Tomorrow, the film adaptation of Dr. Seuss’ “The Lorax” hits theaters. It tells the story of a furry little creature who fights for a forest of made-up plants called truffula trees.

The Lorax — a pint-sized, mustachioed, environmentalist — has been a symbol of the green movement for decades. Mazda hoped he'd lend his eco-credibility to another cause, the Mazda CX-5 SUV. But fans of the Lorax — from parents to environmental advocates — are not pleased.


Kate Sheppard, staff reporter for Mother Jones' Washington bureau.