Turning it into a Positive Message: Appreciating the other Message

I’m a bit late to the party. Blame the holidays. The good news is I’ve had plenty of time to think through this tirade.

So, I have some things to say about the Lexus “December to Remember” campaign. You know the ones everyone under the sun was born to hate. Don’t worry, if you don’t recall, I can help.

Okay, so I get it. The jingle is so obnoxious, I’d rather chew on foil than have to listen to that song again. I’m also very aware of the recession. I’m reminded of it every time I talk to just about anyone or turn on the TV. Check and check. But beyond that, why the extreme hate? People have dedicated many blogs to the hatred of this commercial!

A list of sites from non-fans:

I Wish I Could Forget Those Stupid Lexus December to Remember Commercials

That Stupid Lexus Commercial is Ruining Christmas

6 Obnoxious Ads that Don’t Even Try to Sell Their Products: 
“For this category, I'm going to call out the much-reviled Lexus December to Remember commercials, where some rich asshole surprises their rich asshole significant other with a Lexus for Christmas, while most of us are trying to figure out how to keep our houses.”

So let me get this straight. Folks are upset that a luxury car company uses the holiday as an opportunity to shamelessly promote their product. Did we forget what the holidays are about (no, don’t say Jesus, you and I both know it’s not true…my bank account proves that)? Has the recession created an unspoken law that luxury car brands have to hang out in the waiting room while the rest of us weep about being jobless and/or poor? If that’s the case…off with all the iPad commercials then, right?

I myself am light-years away from ever owning a home, paying off student debt, and becoming someone of importance where I work. So, I empathize with the slice of society that doesn’t get to indulge in the luxuries available to very few but I’m not going to pout, bitch and moan about it like an envious c-rag! If I spent my time complaining about how the entire cast of How I Met Your Mother somehow affords to live in the middle of New York even though they’re architects, reporters, and school teachers…I’d be depressed a lot. And, I’d have no television to watch.

People ask who the audience is in these commercials. New flash; it’s us—the coupon saving, camp-in-our-backyard-for-a-staycation, responsible, middle-class, Quicken obsessed, credit card freezing, club.  Lexus, BMW, Audi, they may not be “selling” their products to us; they’re selling an idea, a life, or a version of a life we might strive for.  They’re selling us a good feeling. Telling us that Lexus could be for us; when the time comes that we can afford such things, Lexus will be there waiting like old loyal friend with arms wide open. Sure, the top tier wealthy folks are obviously an audience as well but I mean, I’m pretty sure they don’t need a commercial to convince them to buy a luxury car (they likely don’t need to think twice and they certainly don’t need convincing. If they want it they buy it (usually)).

But I digress. My point is not to argue for the ads, or claim how honorable they really are. It’s more to highlight how progressive they actually are. In the midst complaining about Lexus’ insensitivity for the current economic crisis, we’ve forgotten to notice something pretty cool—a certain shout-out to women around the world. A touch of feminism, if you will.

Women Can Buy Really Expensive Things and Still Be Feminine Loving and Thoughtful

When was the last time you saw a commercial where a woman gifted a car (or anything over $600) to her significant other? I’m not a wild feminist but I know when to appreciate a brand that strives to break gender stereotypes. What sets it apart than other similar commercials is that the message is executed without emasculating men, or portraying them as half-brained, Peter Griffin clones. The message shines both genders in a positive light.  

What a win! It tells a greater message than the obvious “money buys happiness.” It says that women and men are more equal than they were last year or the year before last. It says that strong, independent women can also be caregivers, lovers, soft, feminine, and thoughtful—images rarely paired with the successful, wealthy, woman.

When I first saw the ad, it put a smile on my face and reminded that society, while it’s still a mostly broken machine, is taking important forward steps. So, this got me thinking, what other progressive ads are out there? I did some research and picked out favorites! Enjoy.

Nike Girl Running Commercial: Never Stop Running

Here a woman runs because she wants to. The audience becomes part of the adventure. Her passion remains unfettered despite all environmental influences. Recognize that she’s doesn’t ignore the people in her life, they, like us, become part of her adventure. Like the aforementioned commercial, “Never Stop Running,” erases the idea that a woman has to be one thing or another (strong, determined, self-loving vs. maternal, caregiving, daughter, girlfriend etc). It’s stating a woman can be all those things and more.

Citi Thank You Card Commercial

I love this commercial!! The female in this one not only embraces her femininity (girls like to accessorize, “what girl wouldn’t need new shoes”), but also demonstrates her adventurous, spontaneous, wild side, without portraying her as unrefined, or like a tomboy. 

Others

The following is a list of brands with ads that have taken on a more progressive approach to advertising. Whether it’s through the representation of same sex couples, homosexual undertones, or simply  through social commentary, these brands, even though I don’t normally stand behind some of ‘em, have taken a honorable and risky step forward to deliver an important message.  

McDonald’s Come as You Are commercial (France) 2010

Levi’s 2007

Pepsi Max (2009)

K-Y Brand Intense (2011)

Nissan Leaf (2011)

I realize I’ve turned an extremely complex issue into something simple and there are so many counterarguments and layers upon layers of other shit to consider but these are just my two cents. Let’s look for the positive in all the bullshit, shall we?