I don’t have a problem with the commercialization of Christmas. Or at least I think it’s pointless to rail against it. Christmas is a holiday whose main purpose is to buy presents for other people. In other words, commercialization is built right in. You might as well hop in the ocean and complain about how wet it is. “What the hell–this ocean is full of water!” You know when Christmas wasn’t commercialized? Never. Don’t like it? Deal with it, Linus Van Pelt.
What I do find gross at this time of year is commercials that equate Spending A Lot Of Money with A Demonstration Of Love. There have been many offenders in this category over the years, but my least favorites have to be the Lexus Christmas ads. These spots return every December, a lot like the old Norelco ad. But rather than show Santa tooling around in an Electric Shaver/Sled, these ads want you to drop 80 grand on a luxury sedan.
The commercials vary slightly every year, but they follow a basic formula: One family member–almost always a father/husband–uses a clever means to reveal his purchase of a Lexus to its lucky recipient. Sometimes, children are involved. Sometimes, carolers are put to work. Whatever ruse is employed, it’s twee and precious and ends with the revelation of a brand new Lexus in the driveway, topped with an enormous red bow.
As with many ads that infuriate me, I don’t understand what audience this commercial is pitching to. If you’re rich enough to swing a Lexus, you buy one, end of story. The Rich don’t need a holiday as an excuse to treat themselves to a brand new automobile. And they don’t need to be enticed with the oily aromas of Dealer Incentives and Year End Rebates.
If you’re waiting around for an Annual Sales Drive or Factory Surplus to buy a Lexus, guess what? You can’t afford one. Putting these commercials on the air, at this time of year, is just a slap in the face to every Working Schmuck laboring under a mountain of debt and expectations.
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