Typically, The Stapletonion remains a local newspaper. Hyper-local. But sometimes we see things globally that we are compelled to comment on. This editor recently felt this burden after watching the annually run Holiday Lexus commercials.
Now, I have nothing against Lexus as a vehicle as they seem very nice. I have never owned or driven one, but I have ridden in one, which makes me a better person. My beef is very specifically with their advertising department. I can easily look passed the fact that they are advertising buying a Lexus as a Holiday gift in very poor economic conditions. The truth is, there are still people that can afford to buy a Lexus, and good for them.
My problem is with how they are trying to portray a realistic scenario with these married couples in the “December to Remember” campaign. The message is essentially, “give the gift of a lifetime, a Lexus, and make your spouse happy.” So, let’s closely examine this basic scenario.
Husband or wife is extremely excited to surprise their spouse with the new vehicle. This seems reasonable. But how did they know the color and model their spouse would want? How long has the vehicle been sitting right outside their house without their partner knowing it? In each instance, the receiver of the vehicle is tipped off by the Lexus theme music. I’m going to go out on a ledge here and bet that unless you have owned more than two Lexus vehicles, you probably haven’t memorized the Lexus December to remember theme song.
Furthermore, how was this vehicle purchased? Cash? If it was financed, I’m guessing the family income would be taken into account, and therefore the spouse would have to agree to and sign for a credit check. What families make a down payment on a vehicle but have so much money, they don’t notice it come out of their accounts? If you had that much money already, you probably would have just bought yourself a Lexus.
My guess is that if this scenario was played out with real people, a massive fight would ensue regarding making major purchases without the input of your spouse. Hell, a lot of people get in trouble for buying a new TV. Imagine coming home and your spouse dropped sixty grand without so much as saying a word to you. That would probably end the marriage right there on Christmas.
Finally, enough with the big bows. I have yet to see these anywhere as I have long planned to have my wife’s car detailed, put a bow on it, and surprise her with her new-ish looking vehicle. Lexus has taken over the number one spot on my list of fake television commercials that are attempting to be realistic.]]>