How ’bout a Lexus for Xmas?!

Lexus with a Bow on Top

Lately I’ve been hearing a particular Lexus radio commercial that’s really getting on my nerves. One reason it bugs me is that the first few words of the commercial goes something like, “..box of bows..” and it sounds to me like “box of bones.”  I always have difficulties trying to decipher the announcers words. But then, it goes on to say that the most cherished bow is the one found on top of a Lexus. Isn’t this commercial a little ridiculous given that most of the nation is in the grips of a recession? Also, I’m pretty sure that Lexus has been running this campaign for many years. I think Lexus needs to know that THINGS HAVE CHANGED (even if only from a psychological perspective)! Who is in charge of their marketing?!

Yet, this commercial got my husband and I talking about how this kind of gift affects the recipient it is intended for. As an example, if my husband drug home a new Lexus as a Christmas gift to me, I would have to figure out a way to swing the monthly payments within our overall budget. What kind of gift would that be? Even if a spouse can pay for the Lexus in cash, does this affect his or her partner’s bank account as well? It does if they share a joint account. From my perspective, even if my husband and I were in the top 1%, which begins with an income of as little as $250,000 a year, I don’t think I’d want to be “surprised” with a $75,000 car.

The psychology behind this marketing tactic assumes that spouses don’t share bank accounts nor plan out their household budget together. The only people I can think of that wouldn’t share financial information with each other would be millionaires with financial advisers on staff. I suppose if my husband and I were millionaires, then perhaps I wouldn’t care that he splurged on such as extravagant gift. However, the radio spot I’ve been hearing lately isn’t targeting millionaires. If that were the demographic they are trying to reach, I would think they would be more selective in their advertising strategy and not pay for air time on KROQ, an alternative and hard rock station!

Unless of course Lexus is trying to get everyday, middle-class families to finance their vehicles during these tough economic times. If that is the ploy behind their marketing scheme, then I guess they must be figuring there are always idiots out there waiting to make their next financial blunder. If I were in charge of Lexus’s marketing, I think this year I would have changed the advertising campaign and made it more humble. In conclusion, all I can say, quite sarcastically of course, is, “Way to go Lexus. You’ve really nailed the mood this holiday season!”

P.S. I’m not the only one questioning their advertising campaign. Check out  BusinessWeek!