Esuvee
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Esuvee is the theme of an advertising campaign and website launched in early 2005. The goal of the campaign is to encourage safe driving of sport utility vehicles (SUVs), which the commercials present as powerful and dangerous beasts (showing cowboys riding them at a rodeo). The campaign particularly emphasizes the need to drive carefully to avoid rolling the vehicles over.
Esuvee is usually pronounced as SUV.
The Esuvee campaign is a $27 million effort funded by Ford Motor Company as part of its 2002 settlement with the United States government. In the suit, Ford was accused of producing sport utility vehicles with serious safety defects. Ford, the United States government, and the attorneys general of the fifty states were involved in the creation of the Esuvee website.
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