Thursday, December 17, 2009

Audi One-Ups Cadillac's Sibling Rivalry Ad- Why Stop with the Immediate Family?

A guy stands on the lawn of his house, situated in some upscale suburban enclave where terms "Unemployment" and "Belt-Tightening" are clearly never mentioned aloud. As he looks around, he sees that all his neighbors are busy lugging their Christmas lights out of attics and two-car garages.

"Going to put some lights up?" he's asked by a male neighbor who is doing a pretty good imitation of Chevy Chase in Christmas Vacation, festooned as he is with what looks to be about five miles of electrical cord and colorful lights. "Gets pretty competitive."

Yep- gets pretty competitive. So if there's anyone in this neighborhood who is worried about getting laid off in the coming weeks or months, or has watched his 401(k) tank and dreams of retirement fade, or has seen his health insurance premiums double because his kid has been diagnosed with juvenile arthritis, he'd better just suck it up and drive the family Suburban to the nearest Home Depot to stock up on plastic things that plug into walls. Because it's all about showing well for the neighbors around here, buddy.

(Oh, and God Fucking Forbid Guy on Lawn just might be-- gasp!--JEWISH!)

Guy on Lawn gives this a few seconds of thought, then allows himself a slight grin.

That night- everyone in the neighborhood is standing around staring at everyone else's ostentatious light display when the garage doors open at Guy Formerly on Lawn's house. Two 2010-model black Audis emerge, headlights blazing and engines purring. Sure enough, the entire fricking neighborhood gravitates to the driveway of Guy on Lawn, to stare lovingly at his $100,000 car collection.

Come on- how sick is this? It's bad enough that putting up Christmas lights- once an innocent celebration of the season- is being portrayed as some kind of contest, an opportunity to show up your neighbors (which one takes the season more seriously? Well, which one has the largest plastic reindeer and is burning up the most Wattage? Which one is making the meter spin fastest?) Now Audi ramps up the Hate quotient by suggesting that all your neighbors really want to see is who is most willing to spit in the face of the recession by spending them most on flashy cars. Just flip on those lights, and they'll gather like moths around a candle, because it's not about the celebration of a Holy Day, it's not even about enjoying pretty blinking lights and plastic santas. It's about Stuff. Lots and lots of Stuff. Expensive, Showy Stuff.

Well, Merry Fucking Christmas, Audi. Your attitude sucks. Your philosophy sucks. Your insensitivity toward the real suffering and anxiety millions of Americans are feeling about the future this holiday season sucks. And this commercial really, really sucks.

3 comments:

  1. There is a caste system that is almost completely developed now which has replaced the middle class.

    There are the well off, the barely getting by, and the working hard but not getting by.

    The well off think nothing of driving $50,000 cars while there's 50 percent unemployment in Detroit and average working people can't afford to get sick.

    This is just one more example of the "I got mine" mentality that says it's all about me and to hell with everyone else.

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  2. Hey Audi! ::insert obscene gesture::

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  3. $3600 due a lease signing, $529 a month. Yeah, that's reasonable. For some people. Very few who are actually watching, however.

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