Am I reading too much into this car commercial?

Last night while watching the Daily Show, this Acura car commercial comes on during a break. I wasn't paying much attention until I heard the phrase "Aggression, in its most elegant form." I stopped what I was doing, looked up noticing it was a car commercial and proceeded to replay the commercial not once but thrice. Its emphasis of the word aggression rubbed me the wrong way. It is aggressive drivers that scare me the most, posing the greatest threat to myself and others while being forced by law to share the same space. This commercial treats driving like some kind of game, where the driver is protected in his car like a football player is protected by his so called armor. That what is on the inside is still an aggressive beast but rewrapped to be more elegant on the outside, but that power is still there, and it is begging to be unleashed upon the opposition.

I get that Acura is taking advantage of Superbowl season, but the mentality that driving is a game, that one needs to win, to beat others, that attitude needs to change.

Anyway, I know I'm reading too much into this but than again, my experience whether riding a bike or driving a car, those in expensive automobiles are generally more aggressive drivers who are of the opinion their time is way more important than my life. "Because if you aren't a winner than you are worthless to me, so get the *&^%$ out of MY way." 

All I can hear now while watching this commercial is a bunch of cheerleaders yelling "Be aggressive, be e aggressive!" I don't hate cars, just the people who drive them, aggressively. 

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Permalink Reply by John Wayman on January 26, 2012 at 11:06am

Hmm, well, when driving in Chicago I find that it is best to be an offensive driver as opposed to a defensive driver...If you slow down when someone is about to pull in front of you or cut you off, they will cut you off and then of course inevitably need to turn left or start looking for parking or something else annoying but by speeding up, they usually just wait until you pass before pulling out into traffic. Of course, when I am on a bike, I would prefer the drivers to be more passive than aggressive I suppose.

Permalink Reply by Rich S on January 26, 2012 at 1:57pm

I remember a few years ago VW ran commercials like this one. I believe they had to pull them off the air because people thought they were too shocking. I personally think they are a great reminder of how violent a car crash is.  

Permalink Reply by Doug Haynes on January 26, 2012 at 2:04pm

I was fan of those commercials.



Rich S said:

I remember a few years ago VW ran commercials like this one. I believe they had to pull them off the air because people thought they were too shocking. I personally think they are a great reminder of how violent a car crash is.  

Permalink Reply by Duppie on January 26, 2012 at 2:11pm

I liked this one better. Don't watch if you consider yourself PC



notoriousDUG said:

I was fan of those commercials.



Rich S said:

I remember a few years ago VW ran commercials like this one. I believe they had to pull them off the air because people thought they were too shocking. I personally think they are a great reminder of how violent a car crash is.  

Permalink Reply by Duppie on January 26, 2012 at 2:21pm

Just goes to show what a nanny state we have become. This is the kind of PSA they create in the UK to show the dangers of texting while driving. Extremely graphic and completely over the top, yet it does get the point across. I'll believe that we are serious about reducing traffic fatalities once we start to see this kinds of PSA on American TV channels.

Don't watch if you are squeamish.



Rich S said:

I remember a few years ago VW ran commercials like this one. I believe they had to pull them off the air because people thought they were too shocking. I personally think they are a great reminder of how violent a car crash is.  

Permalink Reply by Alan Matejka on January 27, 2012 at 6:26am

Hi Ryan. I beleive that the "aggression" in this commercial, is refering to the styling of the car.   AL

Permalink Reply by Zoetrope on January 27, 2012 at 6:53am

I believe you're wrong.   

Alan Matejka said:

Hi Ryan. I beleive that the "aggression" in this commercial, is refering to the styling of the car.   AL

Permalink Reply by Gort 12-mile Pinklegneep on January 27, 2012 at 8:22am

Isn't this, like, the opposite of nanny state?

In our case, a private company pulled its ad because it turned out to be impacting their marketing campaign negatively. In the case of the PSA, it's a public service announcement wishing to influence behavior in the interest of public safety.



Duppie said:

Just goes to show what a nanny state we have become. This is the kind of PSA they create in the UK to show the dangers of texting while driving. Extremely graphic and completely over the top, yet it does get the point across. I'll believe that we are serious about reducing traffic fatalities once we start to see this kinds of PSA on American TV channels.

Don't watch if you are squeamish.

Permalink Reply by John Wayman on January 27, 2012 at 8:33am

I don't see how that commercial is over the top. Makes perfect sense to me.

Permalink Reply by Gene Tenner on January 27, 2012 at 10:11am

Here is contact info for Acura Client Relations, should you choose to put it to them in writing or voice:

For further assistance, feel free to contact Acura Client Relations. You can get in touch with us several ways:

  • By Phone(800) 382-2238 toll free
    Monday through Friday
    6:00 AM to 5:00 PM
    Pacific Standard Time

    twitter.com/AcuraClientCare
  • By Fax(310) 783-3535
  • By MailAcura Client Relations
    1919 Torrance Blvd. M/S 500-2N7E
    Torrance, CA
    90501-2746

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