NORFOLK
You might have seen the infomercial in the middle of the night, on a local cable channel - and you'd never mistake the actors for bona fide sailors or Marines.
You'd probably laugh at the ridiculous dialogue.
But the portrayals of military women in Charlie Falk's used-car ads are no joke to those who have worn the uniform.
Since last summer, two retired Navy women have been working to get the commercial off the air. One of them contacted the office of Sen. Jim Webb, D-Va., a veteran and former secretary of the Navy.
They just got some high-ranking help: After hearing from Webb's office, the Navy's Judge Advocate General sent a letter to the company asking it to stop using ads depicting women in military dress.
"The actor's wearing of the uniform appears to rise to the level of discrediting the armed forces, in that the depiction is provocative and contrary to established military standards for military bearing and deportment," Capt. C.N. Morin wrote in a separate letter to Webb.
Morin, the deputy assistant to the Navy's top lawyer, said he advised the company that federal statute forbids the use of a Navy officer's uniform in a commercial that may discredit the Navy.
The letter to Webb is dated March 28; Webb's office received it Thursday.
Representatives of Charlie Falk said they were unfamiliar with the JAG's letter, and a vice president at corporate headquarters even said he was unfamiliar with the advertisement in question.
Tim Doe, who identified himself as a vice president in the Virginia Beach corporate office, said he had never seen the lengthy infomercial in question. He did know of a 30-second spot featuring a woman in a Navy uniform, but said that ad campaign ended more than six months ago. "I've never seen that letter," Doe said.
Doe referred questions to Phil Williams, the general sales manager who handles TV and radio advertising for Falk, who declined to comment.
One 30-minute advertisement taped by retired Navy Cmdr. Libby Morrison late last year features four women dressed in military uniforms - one from each branch of the armed forces.
"Get up off your butt and to Charlie Falk today," orders one of the actresses, wearing Marine-style digitized camouflage. In another scene, a woman in an Air Force flight suit stands in front of a shot of what's clearly a Navy fighter jet.
Kathy Montgomery said that when she first saw the commercial, she contacted the company, which runs five dealerships in Hampton Roads.
She spoke to the comptroller, who appeared to be sympathetic and told her the ad would be taken off the air.
That didn't happen.
"What they were doing were showing women in uniform in a provocative stance," said Montgomery, a retired Navy master chief. "I worked too hard for what I did to be reduced to that."
"You don't see them do that to men. You don't see a beefcake shot of a man in a uniform in the same manner."
Morrison, who retired after 27 years in uniform, is particularly bothered by the blond woman wearing Navy officer dress. She ticks off what's wrong with the picture: The white blouse is supposed to be buttoned up. "She's got a tie she's supposed to wear, and the top button on the jacket is supposed to be buttoned," Morrison said.
"Too many people have worn the uniform and have given their lives for our country, women included," said Morrison, a member of the Tidewater Tidal WAVES, an organization of women who have served or are serving in the Navy, Marines or Coast Guard.
Webb hasn't seen the commercial, but he doesn't need to, according to spokeswoman Kimberly Hunter.
"Having served in the military, Senator Webb believes that the men and women of our armed forces deserve our nation's utmost respect and honor," Hunter said. She added that Webb hopes that Falk and his company "will respect the strong military tradition of Hampton Roads and honorably reflect that in his advertising."
Neither Montgomery nor Morrison is convinced the letter will have an effect.
"It's not a done deal," Montgomery said. "My next question is, i s he really going to stop running them?"
Kate Wiltrout, (757) 446-2629, kate.wiltrout@pilotonline.com
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If People Complain Too much
Charlie Falk Car lot, If people complain too much, you could change the occupation of the young ladies.. How about some tasteful ones with nurses, or school teachers? And what happened to the goat?
Caveat Emptor
I originally posted the section of US Code that allows actors to wear the uniform as long as it does not discredit that service.
I also stated that I thought it did, but after taking a step back and reading some of the comments that were very well put, I gained a new perspective. I had let my bias against the company and against Mr. Falk cloud my judgment of the actual commercial.
I do not like that Charlie Falk's preys on naive young sailors and down on their luck military members. I do not like that he and his company have exploited the grey areas and ridden the fine line of legality. However, it is up to me to educate my junior troops the dangers out there in the consumer world.
Step back for women.....
It is a federal offense to impersonate a military member hence no actor/actress properly wear the uniform. It has been my experience the past 14 years of service that a lot of senior women are the hardest to please because they try to prove themselves, and end up looking like "arses" in the end. If these women are upset because of actresses not portraying the uniform properly, then why aren't they after the other actors and actresses? Most educated people know that these women are not true military members and are just actresses. Some women just have nothing better to do than complain. The whole lawsuit just reiterates how people are just after money. If they win, are they going to donate the money back to military organizations (MWR/NMCRS) or keep the money for themselves? BTW, I’m a female.
OMG Who CARES!?
There are MANY MANY more pressing issues in this world than this! Who cares if they have actors dressed as military trying to sell cars. This is a military area, duh. Honestly when I see a real military woman in uniform, I'm not going to say "Hey! You don't look like what they look like in the Charlie Falk ad" Please! Once that commercial goes off, I forget about it until the next time I see it. Those two retired military women have WAYYY to much time on their hands. The same people who believe that's what real military women look like, are the same people who have to be warned that HOT COFFEE will be HOT when you get it.
let's focus on the real bad guy here......
the Auto Connection's Mack Mack commercials lower the collective IQ of hampton roads by 5 points every time they air.
Re Contractor's Itinerary.
"Even went so far as to plan his vacation around a trip to the Carter Library. LOL"
It seems like someone has taken an interest in my vacation related itineraries. June----Washington DC. Digital photographs of the trip will be taken.
What is even more annoying
What is even more annoying than that Commercial
are the Self Important who take themselves to seriously
and Politicians like Webb who make superficial statements
about honoring our military personnel while they have crap medical facilities,fighting a war in tin can vehicles and forced into long
and recurring trips to Iraq.
And when they come Home injured they are kicked to the curb most of the time.
Hmmmm
Commander & Master Chief, lighten-up. It's just a commercial for a used car dealer who targets the military paycheck. If you really wanted to make a difference, then you should volunteer to provide training to junior military personnel on how to avoid that dealership and those like him. You may have worked hard while serving our country but now that you are retired, you are no longer a Commander or a Master Chief. You are now Ms./Mrs. Morrison (or Libby) and Ms./Mrs. Montgomery (or Kathy). If you want to continue to use your hard earned rank, then you should have stayed on active duty.
Signed, Mr. Retired 2001
Just another stupid commercial
As a female navy vet of 12 years, the only reaction I got from these commercials was that they were just more STUPID local Hampton Roads commercials..At least there wasn't an annoying jingle.
I'm not offended.
I've seen the ads. I don't see what the fuss is about. I could understand if they were wearing open military tops, with their bazookas hanging out, over a pair of "Daisy Duke" shorts. (Are you listening, Charlie?).
Anyhow, I'm ex-Army, and I'm not offended at all. Sorry.
No beefcake?
You don't see a beefcake shot of a man in a uniform in the same manner.
Uh, six words, the volleyball scene in Top Gun...
As a man I was completely offended that I didn't have the body of Val Kilmer or Rick Rossovich!
Navy has no Sense Of Humor
Give me a break... NAVY is making a big deal out of nothing. This kind of stuff is seen on TV and the Movies all the time. Why make such a big deal out of it now or is it just a "Charlie Faulk" issue only. Or is this just because there were "female" military involved... I have seen wacky commercials with male service members and nobody said nothing!!!! enough said!!! Just more men bashing here!!!!
Silly drama
These people need to get over themselves. Actors in television shows and commercials are paid to portray lawyers, writers, electricians, plumbers, and yes, even people employed by the military.
Falk's advertisement, and in fact his entire business model, isn't exactly aimed at the most informed of buyers, but even this article makes clear that no sane viewer would mistake these people for legitimate military.
His advertisements are always absurd and manipulative - you expect he'll suddenly develop some higher sense of decorum or community-mindedness just because there are military in his ads?
Get A Life People
If the ads are a problem then the consumer will control the market, sales will drop and the company will think about a new ad campaign with a different format. Get a life people - there is more to life than worrying an ad run in the middle of the night.
Charlie Falk Auto
When I came to Hampton Roads in the 70's as a young Navy man, Charlie Falk Auto was declared "off limits" to the military due to his "less than stellar" treatment of our people in uniform. Somehow he was able to get off that list, but his treatment of the military has not changed. Why would we expect his advertisements to show any honor to our military? He just wants another sucker to rip off!
Eye candy in uniform.
What do the catty women, who just can't wait till the next NYC Firefighter calender comes out, think about this story? How about the girls who just went "ga ga" over the volleyball scene from Top Gun? And this woman wants to say that men aren't portrayed in such a light? Look I find it more disgusting that injury lawyers can show commercials where a man is crossing the street and sent flying 30 feet through the air by a moving car. Or a train explosion at a railroad crossing for that matter. Who's contacting Senator Webb about getting those ads off the air? Ladies, I appreciate the service you have done for this country. You have done more than I have but can't you find something else to get offended by, such as racism in the military or gang member activity on Military Bases oversees? The sad fact is sex sells, to both genders.It will continue to do so, even in this area which celebrates it's maritime heritage by using the nautical themes in its trademarks. (Such as the Admirals Hockey Team, or the Mariners Soccer Team.) We like seeing military symbols throughout this area to remind us that without the military, most of this area would just be a bunch of farmland by the sea.
discredit the military?
So it's illegal to discredit the military? Sounds anathema to a democratic free society. So what's next? JAG? NCIS? McHale's Navy? Gomer Pyle? Top Gun? They all painted the military in a ridiculous and buffoonish light. God save the First Amendment!
With respect to the female veterans...
complaining about these advertisments, I think they may have a little too much time on their hands since their retirements. My profession is accounting which has a negative conotation of being very redundant and boring. I've seen it portrayed numerous times on television as such. Should I write letters to the government regarding said portrayls? Should all fast food employees draft lengthy correspondence regarding how their professions are portrayed in films?... Ridiculous
how about a charlie cartoon?
One run in the area military focused papers showing good old Charlie on the lot in a checkered coat and mis-matched pants advising: 'remember folks, if your payment is ten minutes late, the car has been on our tow truck for nine'.
Captain January
I'm glad I have the DVD, if they do ban it.. I love that movie..Buddy Ebson dancing around with Shirley Temple...classic..
Shirley Temple
We need to add Shirley Temple to the list of culprits who have dishonored the women in uniform with her silly Captain January sailor suit. That movie should be confiscated by the government and banned from television, theaters, and resale. It is an abomination!
Car lots
I met Mack- Mack!
Ahem
"Should male lawyers be upset that The Hammer depicts all male attorneys as red-faced, screaming, angry, money- hungry, vindictive, litigious, idiots?"
But that's true.
Re-rent "Stripes"
I bet there are many female military who really don't mind being thought of as attractive in uniform. I wish they would post here. I doubt that men would see this ad and lose respect for our female military personel. There are many more important issues to write Senators about. If the ad is so bad, then there are many more ads which are bad. Should male lawyers be upset that The Hammer depicts all male attorneys as red-faced, screaming, angry, money- hungry, vindictive, litigious, idiots? The list could go on.
Re Last Say
Gknutson, Good Point. I concur .The military can & does certainly ban businesses to it's personnel.. I believe the list is officially referred to as "Off Limits"..A visit to any "off limits" establishment could possibly result in a reprimand, or even a Captain's Mast.
Don't you have better things
Don't you have better things to do with your time? If this is the extent of disrespect that the military receives today then you are looking at it through a microscope and not for the humor that I saw in it. Come on lighten up.
well if i didn't know about the commercial before
well if i didn't know about the commercial before, thanks to the pilot I and the world know about it now - Charlie Falk is loving it!
It's not the issue everyone is making it out to be unless you continue to rant about this poor excuse for 'charlies angels'. How stupid! Stupid! To rant on and on about this - blink and it's a mere blip in your memory - and unfortunatley this made the 'news'. 10 AM 04/08/08
The Navy has the last say
The US Military has a nice little option should Charlie Falk choose to continue. The Military can ban all service personnel from conducting business with them. Not only will Charlie Falk have to contend with their on-going legal troubles, they'll lose roughly 80 percent or so of their business. The commercials will stop as Charlie Falk wouldn't be able to pay for them.
Presidents and history
If you studied history you could easily find a worse president than Carter. Do some research on Hoover. There are a multitude of examples if you allow yourself to be educated with history books and not a newspaper. Now if you want to show the current population how our president can be crippled by the politics of oil, then discuss Carter.
Give it a rest!
I've been in the Navy for 28 years and have seen all sorts of military attire used on television and in the movies. Like many others, I tend to nit-pick obvious errors. The point is, I know they are not in the military, and in the case of the poorly-acted Falk commercials, it almost appears they went out of their way to ensure viewers knew they were not military. So why aren't people venting about such actors "out of uniform" in movies like Down Periscope? I seem to remember a very attractive female Lieutenant that came out of a sub wearing her dress whites that barely resembled the official style: hair hanging well below her shoulders, cleavage showing, ridiculously tall high heels, etc.
People's efforts should be to put businesses such as Charlie Falk OUT of business. I'll bet many don't know can't buy anything from his car lots with cash - you can only do so by using his financing (insert outrageously high rates here). All this media attention is exactly what Falk wants – free advertisement.