I hate the Buick Envision (mid unibody SUV-like vehicle) commercial. A couple's baby wakes them in the night so the dad takes the baby driving in the Envision in effort to lul the baby back to sleep. Anyone who has had a cranky baby may have actually resorted to this, and will relate. But the marketing geniuses at Buick have decided "let's do the unexpected, and have it NOT WORK!" So yeah, the baby doesn't fall asleep, and the Dad and baby enjoy the thrill of driving a cookie-cutter unibody mid-size all night, with the announcer saying "Introducing the refined new SUV that's *anything* but a snooze to drive! A Joy to drive, joy to share; and yes. . . It's a BUICK." playing over that. The commercial wraps with the sun coming up and both the dad and baby falling asleep.
This commercial makes absolutely no sense to me. To begin with, the baby should be in a rear-facing infant seat, but I don't even care about that. It's the "let's do the unexpected" marketing gimmick. What does this vehicle DO? Does it have a silky-smooth comfortable ride that can put a baby to sleep? NO! Apparently, it's NOT COMFORTABLE.
The announcer says it's "*ANYTHING* but a snooze to drive" in a tone that indicates he expects you to believe that Buicks *really are* a snooze to drive, because people *really do think that*. They're actually advertising that their brand is associated with sleepy cars, in an effort to play up how not-sleepy this one is. It's like saying 'Hey! We finally built a car that doesn't actually SUCK like all those other cars we normally build! So. . .buy it, okay?"
I hope that was a weekend, because if that Dad has to go to work, his day is officially screwed because his car's ride is so awful it can't put a BABY —who sleeps 16 to 17 HOURS A DAY— to sleep. Finally: ". . .and yes; . . . it's a Buick." —Again, playing up that Buicks aren't supposed to be fun cars to drive. "Hey, it's so unexpected that we'd build an exciting car! We know it! So we're telling you, YES, we know you're surprised that we didn't build another grandpa's car! Isn't that great? So. . .buy it, okay?"
I just can't get over how awful it is from a marketing standpoint; —playing up all your associated weaknesses to try to convince us that you've changed. It's like that ex girlfriend that kept cheating on you telling you to give her another chance because THIS TIME she'll be surprisingly different! Riiiiiiiiiight.
https://www.youtube.com/watch?v=WT2a5TfttOo