While it’s still up, watch this Lexus ad: http://bit.ly/1zp1DGp Still having a little trouble getting my jaw back in place after seeing it.
Why encourage drivers to pay attention while they pilot a 5,000 pound projectile down the highway, when you can sell them the illusion of safety? It’s from the “don’t bother your pretty head none” school of nanny automotive marketing.
“At Lexus, we pursue ground-breaking advances in safety . . .” [for you narcissistic airheads who have to take a selfie every 10 minutes as proof of life. “Selfio Ergo Sum”?] . . .
“. . . by taking our eyes off the road . . . “ [because you will just die if you don’t get a sip of that double-shot pumpkin spice grande swill right now. Of course, you might die anyway if you keep this up.]
“. . . and focusing on drivers . . . ” [in much the same way as they focus on themselves because they just couldn’t get up in time, but still want to look really, really good in that Monday morning meeting (or in the morgue)]
“Real people, real distractions . . .” [Because inattentive drivers aren’t the problem — distractions are.]
“. . . without the real consequences.” [because that would SO damage your self-esteem and your belief that you are the center of the Universe].
“The result, our Gold Standard of Safety. And the only place you’ll find it is at the Lexus Golden Opportunity Sales Event.”
The ad doesn’t specify the features that make it the Gold Standard of Safety: could it be plate steel cladding? impact avoidance technology? a Harry Potter Time-Turner? 360-degree airbags? Ritalin atomizers through the ventilation system? Doesn’t matter—it’s apparently meant to convince potential purchasers that they don’t have to worry about changing their habits and start paying attention. No, they can keep on texting, taking selfies, drinking coffee, eating burgers, reading the newspaper, napping… whatever: Lexus will protect them.
I fully expect Infiniti, driven by one-upsmanship, to partner with Google to offer the first self-driving cars. That way, if there’s an accident, Nissan and Toyota can sue each other, leaving the guilty drivers completely out of the loop. Mindless commuters can read US Weekly on the way to work and not worry about a thing. Driver’s licenses can be issued to vehicles, not their brainless “drivers.” Heaven forbid we should wake up and pay attention; that’s asking too much.