31st
December to Remember?
Sidling up to a new Accord in this year’s Honda holiday spot, hawkster Patrick Warburton deadpans, “Are you a millionaire? No? Then you probably don’t give cars to people as presents.”
Such is Honda’s poke at Lexus’ decades-long “December to Remember” promotion. You know the one: thoughtful spouse surprises his/her beloved with the gift of a gargantuan-red-bowed luxury vehicle parked in the circular driveway.
It looks pristine even in the middle of a snow storm.
Then, the whole crew goes back inside to snuggle in front of the roaring fireplace and toasty mochas.
I get it. It’s aspirational. But is it also in bad taste?
Even if I was in the market to buy a luxury vehicle, would I buy one as a surprise for my spouse?
Would you?
No, you wouldn’t either?
You would have a conversation with your life partner about a big purchase. That’s very thoughtful.
Ok.
Huh.
So in times of lean, do you think Lexus might want to dial this one down a schoche?
Or in the spirit of the season, I might suggest next April, ReMax might regale us with their new, multi-year “Zing in Your Spring” campaign. In it, thoughtful millionaires surprise their appreciative spouses with beachfront properties.
Who wouldn’t close on a weekend condo in The Hamptons just to say I love you?
Here’s to you, and more sanity in the new year.
