raising eyebrows

… but not in a good way. I saw this commercial a couple of times during what turned out to be the final Pistons-Magic playoff game last night. At first, I thought “they’ve got to be kidding.” On second viewing, I spotted all the serious green placement in the ad, and knew they weren’t.

The guy talking has a green corduroy sport coat; big potted plants are conspicuously placed among the vehicles and the simulated browsing – plants, at a car dealership? And then there’s the color of one or two models, the sign, the whole motif seamlessly jammed against the point of the campaign – a guarantee of $2.99 per gallon gas for two years, for the first 12K miles each year – as if they obviously make sense together and one simply is the other.

But they don’t and they are not. Guaranteeing a lower-than-actual, set gas price is not ecological. It begs no further investigation. Just an example of the acumen of the marketing geniuses pointing their best at our stupid. That’s what you’re always up against if you’re going to wade into TV land. The only legitimate space in the creative imagination of advertisers is that reserved for further convincing of how stupid we can be. It seems to be the only place where they believe there lies any potential at all.

Now, here is someone who thought much more highly of us, who could use green like it was just a color or something. Rest in Peaceful Collage, Sir.

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