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Lexus is back with usual Christmas downer ’Tis the season for luxury car commercials that make the non-rich feel horrible. AdFreak has long chafed at the Lexus “December to Remember” spots, which make viewers feel like it’s normal to give a loved one a luxury car for the holidays as a surprise. But then it turned out people really do. Toyota says 10 percent of the Lexi sold in December are given as gifts. Lexus is not about to give up on a good thing, it seems, as it’s ginned up a new round of commercials showing those infernal red bows wrapped around $70,000 cars. And it’s now courting an even lamer target: the self-giver. A new spot encourages those who only got socks or soap on a rope to buy themselves a Lexus to make up for their doofus relatives. BMW is also getting into the act with its own round of commercials that play up the idea that the perfect gift for your guy or gal is a high-end vehicle—again, making the 99 percent of us who can’t fathom that kind of gift feel like we’re not keeping up. No wonder average Americans don’t find advertising relevant to their lives. —Posted by Brian Morrissey

November 27, 2007 | Permalink

Comments

Let's see... I'm a rich guy with disposable income -
what should I do with it?

Should I give to an African AIDS charity?
Should I donate to Katrina relief?
Maybe give money to help American Soldiers deal with grief (to help deal with the epidemic of suicide)?

Nope.
Instead, I'll buy a luxury vehicle for my non-working spoiled teenager and a second car for myself - I deserve it!

Posted by: ChrisM70 | Nov 27, 2007 8:35:06 AM

This sort of reaction to advertising has always confused me, especially from people in the business - making fun of consumers for purchasing the very products that we are selling.

And, in this planner-focused age, purchasing the types of products that insights and research show that they want! Sure, it may not be what we would buy (or what we could afford), but does that make it worthy of scorn?

It just sounds like sour grapes:

http://dailybiz.wordpress.com/2007/11/27/sour-grapes-expensive-cars/

Posted by: daily biz | Nov 27, 2007 9:24:43 AM

I feel so dirty. I'm not saying I had anything to do with those ads, but I'm not saying I didn't.

Posted by: Smivey | Nov 27, 2007 10:06:05 AM

I think you're forgetting that the entire world is not their audience. It's not their fault that television is so poorly targeted. Do you honestly think that you're supposed to be relevant to every ad you see on television? I see commercials for Keas, Hondas, Toyotas (the non-Lexus variety) and many other cars I don't consider when buying. That's part of watching television. Move on.

Posted by: Philo | Nov 27, 2007 12:15:18 PM

lexus makes the best car you retards. buy one.

Posted by: travis | Nov 27, 2007 2:03:46 PM

Philo, that's exactly the point. Every year, the 95 percent who don't make enough to surprise our loved ones with luxury cars are subjected to a carpet-bombing as Lexus tries to find the 1 percent.

Posted by: | Nov 27, 2007 2:31:34 PM

If I bust my a** all year, what's wrong with rewarding myself or my loved ones?

Guess I should just give that money to some homeless crackhead.

Posted by: | Nov 27, 2007 6:29:06 PM

Just remember to be good! Maybe then Santa will bring you one....

Posted by: Roger D. | Nov 28, 2007 10:53:34 AM

All I know is DecemberNotToRemember.com! Just WAIT

Posted by: Travis | Dec 12, 2007 1:04:31 AM

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