Truckers call national magazine ad "offensive"

by: Chris Legeros Updated:

TUMWATER, Wash. - In the June issue of Maxim magazine, there’s a full page ad with a photo of the front end of a semi.  The words “serial killer” are printed on top of it.

The San Antonio law firm, Villarreal & Begum bought the ad, listing national statistics for deaths and injuries on the highways. 

It’s looking for new clients in personal injury cases. 

Truckers are disgusted by the ad. 

Ray Cooper said, “It’s ridiculous.” 

Juan Franco said, “It’s pretty offensive.” 

The magazine has been pulled off the shelves at 650 Pilot Flying J truck stops across North America.  

The company said the ad does not accurately depict professional drivers.  

Truckers said the ad goes too far, implying that they're serial killers. 

Gaetan Samson said, “I don’t want to hurt anybody, don’t want to kill anybody.”

The ad also suggests that truckers are responsible for most of highway deaths. 

Trucker Mike Chabot said, “I don’t agree with that at all.”

A KIRO 7  investigation into traffic statistics confirmed that, yes, there were 33,561 fatalities in 2012.

The ad correctly stated that more than two million were hurt.

A closer look into the federal traffic safety facts revealed that the number of fatal crashes involving large trucks is relatively small. 

They added up to about 10 percent of the total. 

KIRO  7 contacted Villarreal & Begum to ask it about all the criticism of the ad.  The phone call was not returned.

The Texas State Bar Association has received complaints. 

It’s now looking at the ad to see whether it complies with attorney advertising rules.