Disturbing new trend alert! You heard it here first!
I don’t know if this is as prevalent across the rest of the world as it currently is in the USA, but lately I’ve noticed a trend in a lot of advertisements.
I call it “a-hole chic.” (Well, when I’m not blogging in front of a potentially PG-rated audience, I use the whole word. But the abbreviated version gets the point across, right?)
At some point, it became desirable and even “cool” to have commercials where the people are just jerks. There are dozens of ads where the deliberately slobby roommate or treasonously unsympathetic spouse somehow one-ups an innocent victim and comes out on top.
There’s a pretty bad campaign out for Glade scented products, featuring the products’ ability to turn any normal person into a pathological liar. The lady who tells her yoga friends she found some miraculous odor-emitting substance, and then the one friend sees the plug-in and calls her out on it. The lady in the tub who lies and tells her friend she’s at a spa??
(First of all, why are you answering your cell phone in the tub? Let’s just lay this on the table right now, I would rather not talk to you on the phone when you are in the process of bathing yourself.)
But the worst offender by a mile has to be the new Cadillac campaign, where the painfully detached woman drives at what must be unsafe speeds down a tunnel in her Cadillac, and talks in her best “meanest girl in 7th grade” voice about the car.
Or the one that I’ve seen approximately 422 times this week, with the guy driving the Cadillac hybrid.
He drones on like the antagonist in a Disney film, criticizing the current crop of hybrids for their lack of features like an eight-inch DVD player and a cow-pusher and a king-size waterbed, or whatever ridiculous things people are demanding in their cars these days, and then he says they should make a hybrid of the car he’s driving, which has not only all those features but also allows you to rob old ladies and shoot homeless people with a built-in pellet gun.
Then he looks at the camera and says, “Whoops. Did I give away the secret?” or something, in the most irritatingly snide tone, like he’s way better than you and he’s actually kind of annoyed that a peon like you even gets to watch his commercial.
What they aren’t telling you is that between shooting commercials, he’s the second assistant manager at Denny’s–not that there’s anything wrong with an honest day’s work–and the way he’s able to conjure up such a snotty tone is that he’s pretending he’s working the Daytona Denny’s in the middle of spring break season.
So here’s the real problem. I know a couple of nice people who drive Cadillacs. But they’re soon going to be way outnumbered by the people who saw these commercials and decided that they aspired to be just like the a-hole (man or woman) in the commercial. And before you know it, 99% of the Caddys on the road will be driven by junior titleholders in the a-hole chic pageant.

Which leads me to my two personal snide remarks, which are questions for the people who can relate to the mean lady and dude:
(1) What kind of maniac buys a hybrid car that gets 12 mpg?
(2) If you’re dying for a car with an 8-inch DVD player, you have at least one kid, and also that you are incapable of entertaining said kid by yourself. So not only are you raising a snotty child who will drive you to distraction once s/he becomes a teenager (kids are sponges!), but clearly you are not the most interesting human being on the planet, and no amount of talking down your nose at the rest of us is going to make you any less of a flaming bore.
So there.
5 comments October 8th, 2008
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