On a friend's blog about obnoxious advertising, I chimed in on the comments section regarding a Lexus Christmas commercial featuring a vapid, greedy little girl who grows up to be a vapid, narcissistic woman. Her great pleasure at Christmas time comes from (and this is explicit in the commercial) making her friend jealous because she got a 'better' gift.
It would be a waste of breath, or blogspace, to bemoan the commercialism of Christmas. It's a fait accompli. I get that. Count me with those who don't like it, but I get it. What I think is unique here is the crassness with which Toyota Motor Company is pitching its Lexus brand. Unquestionably, national media campaigns such as this are carefully vetted and screened by focus groups long before they go to the air- or cable- waves. Begging the question: Does Toyota's marketing data show their target audience to be shallow, avaricious women?
I don't believe there's anything wrong with exchanging Christmas gifts, even extravagant ones (which, by my standards, a Lexus would be). But it does offend me to use the pretext of Christmas to consciously foment jealousy.
It just doesn't seem to be the point of The One for whom the celebration is named.
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