It probably seems like I’m always picking on Buick’s advertising and that’s not really my intent. Despite the many years I spent touting the virtues of various European imports, I’ve always wished that a) Detroit would make better cars, and b) that it would make better advertising for any of the cars it produces. Plus, I have several fellow galley slaves with whom I once shared an oar whose lamentable task it is these days to keep this brand on some sort of life support. I just wish they’d stop making ads that present such an easy target.
For example, in the ad you see here (but may not be able to read) there is a lot of highly expected and very interesting information about Buick’s Lucerne model. You will also note (or maybe not) the pedestrian art direction. But what you surely can’t miss–occupying what I guess would be called the headline or subhead portion of the ad–is the use of one of the more unfortunate remarks to come out of the current administration in Washington regarding our misadventure in Iraq: The infamous and risible “bring it on” statement.
What were the people who made this ad or approved it thinking? That no one would make the connection? Or that once Tiger’s contract runs out maybe Ann Coulter or Bill O’Reilly would make a great Buick spokesperson? I shudder to think.
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