Yet Another Holiday Message from Our Sponsor

For some reason, this doesn’t come up on the lists of “Best Holiday Commercials”, though the knock-off one by Budweiser with their Clydesdales does. It’s got great simplicity, great visuals, great music, and it isn’t trying to sell you anything. It’s just a one-minute long Christmas card from the Miller Brewing Co. to everyone:

I don’t watch much TV these days, so I haven’t really noticed what’s current in holiday TV ads. But there’s one sort that really gets my goat – those car ads where the husband buys a new car for his wife. The ones where the car has the big ribbon and bow on it.

I know that we shouldn’t expect TV World to be an accurate reflection of reality – but who does this? Who buys a luxury car for someone as a Christmas present? Yeah, there are people who a so stinking rich that they could if they wanted to, but those aren’t the people shown in the ads.

The couples/families in the ads look to be upper middle class. The sorts of people that would not be making a major purchase – like a luxury car – without full knowledge and consultation of everyone. I can picture the wife, when the cameras stop rolling, saying, “Wait a minute. How much did you spend on this? And where did you get that kind of money? What about the monthly payments? Who’s paying the insurance on it? What made you think I would want to have this exact car?” And then snowballs (because it’s always a snowy scene in these ads) and worse being thrown about in anger.

Then there’s the subtle sexism in the ads. You never see a *wife* buying the car, do you. A lot of TV ads have what could be called “reverse sexism” in them. The husband/man tends to be shown as stupid, sloppy, forgetful, and incompetent – the wife/woman is the one who somehow fixes everything. It doesn’t tick me off that much; I figure it’s a sort of payback for all the sexism against women over the decades (or centuries). If you don’t believe that this exists, next time you see a TV ad with a husband and wife, imagine it with the roles reversed….

Anyway, enjoy your holidays. And may you get something that’s actually practical and useful – and doesn’t require any extra payments on your part.

 

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