The official YouTube video has received 900 'dislike' votes to 108 'likes' as of Thursday. News outlets from The Guardian to The Atlantic are decrying the commercial as a hijacking of the Lorax's message. 21 boasting that its new CX-5 sports utility vehicle is, yep, Lorax-approved.īut the spot, at least so far, is not audience-approved. One of those licensing agreements in particular is attracting some strongly negative feedback: the film's cross-promotion with automobile manufacturer Mazda, which launched a commercial on Feb. It's a bit that's gaining real-world significance, as Universal has forged nearly 70 different advertising partnerships to help promote the film, with participating organizations ranging from Whole Foods to the U.S. A nearby photographer snaps his picture, and the little orange man who speaks for the trees is plastered on a billboard with the Thneed and an accompanying tagline: 'Lorax-approved.' (A Thneed, as the Once-ler is only too happy to explain, is 'a fine thing that all people need.') The Once-ler tosses aside one of his products, which lands in the unassuming hands of the Lorax (Danny DeVito). The scene is part of a musical number sung by the Once-ler (voiced by Ed Helms), who has begun chopping down Truffula Trees en masse in order to grow his industrial-sized Thneed operation. Seuss's 1971 environmentalist parable The Lorax, opening Friday, that's bound to turn some heads. There's at least one moment in the new Universal Pictures animated adaptation of Dr.

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