In case you hadn’t heard, the economy’s in the toilet. As such, this year’s holiday ads have taken quite a different tack than usual. Rather than pressure you to SPEND SPEND SPEND, most commercials emphasize the relative affordability of their product/service/store. Companies realize that many Americans are one paycheck away from wearing barrels with suspenders.
Even Lexus seems to understand this, which is amazing, since they could always be counted on to construct the most hateful Christmas ads every year. After all, any wealthy man can piss away money, but it takes a special kind of clueless plutocrat to spend an extra 30 grand on a Toyota because it has an L on the hood.
This year, their ads still feature The Red Bow. But rather than show entitled jerks surprising their spouses, they’ve decided to tap into The Childhood Wonder of Christmas. Their commercials show little kids, filmed in grainy old home movies style, explaining how nothing could ever top their best Christmas gift: Atari, Big Wheel, etc. And then it cuts to the kid, grown up, seeing his brand new Lexus in the driveway, his face lit up with a childlike glow.
Manipulative? Yeah. Exploitative? Definitely. Still, infinitely less douche-tastic than their usual holiday ads.
Plus, it features some classic toys that many viewers remember treasuring as children. They’re toys that lots of kids, regardless of background, spent thousands of hours with in their formative years.
In other words, these commercials do a much better job of tapping into universal holiday experiences. Few of us will wake up to a new car in the driveway on Christmas morning, but most of us know what it’s like to get one of these toys under the tree.
Of course, Lexus does tip their elitist hand in one of their commercials. Unfortunately, it’s the only one that features a girl/woman as gift recipient, which gives it an uncomfortably misogynistic feel. What is the little girl’s treasured childhood Christmas gift–a Barbie doll? An Easy-Bake Oven? A Light Brite? Nope, it’s a pony.
Continue reading Corporate America Finally Gets It, Except When It Doesn’t