I'm not in the market to purchase a car, but I am intrigued by a few
of the local car commercials in the Jacksonville area. I think the ads
are funny for different reasons, but I wonder how effective they are.
I
don't even know what kind of cars the first dealership I saw on TV
sells. All I know is that the woman who sells the cars is Peppermint
Patty. Maybe new cars, maybe used cars. Domestic or foreign. I don't
remember. I just wonder if that's her given name or some kind of
nickname that has nothing to do with selling cars. And do her friends
and customers call her Peppermint? Perhaps it's not Peanuts Patty and is
Pattie, like the York treat? I don't know, but she sells cars.
The
next ad I saw was for a BMW dealership. Definitely real customers being
interviewed. I assume the ad agency didn't have to tell people to be as
smug as possible, since that's a natural result of owning a BMW.
No doubt, people who already own BMWs or are considering one don't have
any problem with seemingly normal folks gloating about their cars. One
man tells us how hard he works and how he deserves the best. A woman
relates how her Mercedes did not compare to her BMW. You wonder whether
these folks fawn over themselves or their cars more. Having owned two
Mercedes Benzes, a SAAB, a Fiat, a Merkur, and several domestic
offerings, including a Lincoln (and driven BMWs) I can tell you that
there's nothing that special about a BMW beyond the fact that BMW owners
believe the self-aggrandizement (a potential model name for the
manufacturer). Even though the commercial seems like it would be
ruinous, I have to admit that it impresses its target audience, is
memorable, and functions well as a critique of our society.
The
newest car commercials on the scene seem like a throwback to 1980s loud
and obnoxious car dealership commercials. A large man tells us about
restaurants and vacation offers. I think the dealership sells Nissans,
but it really sells the people's desire to live like the BMW owners
while purchasing a cheaper version of that car. The catch-phrase is that
"It's huge!" And in one ad, the big guy even does a mic drop when he
says it. He talks a lo about class and style, but it's not the cars
themselves that give us those things (like the BMWs, it seems). Rather,
being treated like a boss because we buy whatever car this guy throws in
front of us will make us feel like we just bought a German luxury car,
and it all comes free with purchase.
Of course, it's true that people, especially in a city where they have to drive everywhere, want to feel like their cars or pickups
are legit. Our vehicles define us, and we're going to shop for cars
with that in mind. I don't know who has the best deal in new or used
cars in Jax, but I do like the commercials here.
