Tuesday, November 29, 2011
Aimed right at the 1%, and we know where the rest of us can go
For years and years (but not for quite some time now) getting a new car for Christmas, regardless of Make and Model, was presented as a pretty darned big deal, even in No Wish Is Too Big Land, also known as Television.
Starting around 2002, giving your overindulged, pampered, suburban princess/husband/purchased sex partner a Lexus was where it was at- oh, and that Lexus had to come wrapped in a big bow.
Last year, Lexus raised the bar again- now, it's really not enough that you give the person who shares your bank account a Lexus, or even that it has a bow on it. Now it had to be wrapped in a big, home-made gift box, or a giant stocking. Or it had to be magically parked next to the fireplace in your all-marble home. Sick- but surely, that was as bad it was going to get, right?
Nope. Starting this year, anyone with the means to buy the person they are sleeping with a Lexus had better come up with some kind of cutsey, adorable way of hinting about it first. This means accessing the Lexus December To Remember Jingle- if you live in a freaking Penthouse, you arrange to have it played in the elevator on the way to the lobby, where the doorman has been tipped to keep the 99% from tearing it into spare parts. If you live in a weirdly glowing-white palace, you let the skinny, unshaven yuppie scum hedge fund manager you've sold yourself to listen to the jingle on your I Phone. In short, you had better add some imagination to make the presentation of a gleaming, 2012 Lexus an enjoyable experience- because the fact that it's a FREAKING BRAND NEW LEXUS just isn't going to cut it anymore.
Can I find the words to describe how much I loathe these ads? Here we are, just trying to live in a society in which 9 percent unemployment, stagnant wages, and growing holes in the safety net seem to be the New Normal. It's hard enough without being assaulted with these clips from Lifestyles of the Rich and Famous. Make that Rich, Famous, and Oblivious to the fact that the world economy is falling apart outside of their gated communities. Can Lexus please stop pretending it's the 1980s, or even the 1990s? I know you've got a product to sell, but come on- just a LITTLE sensitivity? PLEASE?
Oh, who am I kidding? Next year we'll see one of these super-privileged walking bags of refuse arranging for John Williams to perform the Lexus Jingle in the park across the street as Eternally Lucky, All-Deserving Recipient arrives home to discover that the missing element in his life has been provided for. And we'll be expected to be happy about it. That is, if we still have a television to watch it on.