"Discover a five-door coupe that writes its own rules." Er, excuse me if I'm being stupid here, but – like – cars can't write, yeah? They don't have hands. And even if they did, the hands would be on axles so – you know – they could only write curly letters. End of. Just about the stupidest "science bit" I've ever heard. Fortunately, the science in this ad, as in life, doesn't matter. This ad is all about the ideas and an idea is like science except if it isn't true you can always say, "Well, it was only an idea." Here, the idea is that man is unhappy because he's always saying "yes". Thanks to a series of Day-Glo animations we learn that man says yes to his demanding boss, and to his avaricious woman (she wants shoes, can you believe). Each animation, with its unique "David LaChapelle teaching himself PowerPoint while both blindfolded and extremely lazy" vibe, lays bare the debilitating nature of the capitalist system. They show our lives to be nothing more than sweaty moments between transactions, and our relationships to be something akin to that which exists between two bubonic rats scrapping over some sausage skin. Let me tell you, it's a bit of an eye-opener.
But then, suddenly, change of scene. The animations go, Cassius' squeaky anthem I <3 U So comes on and – like a silver 45mpg Jesus – so does the coupe. As it cruises through that famous city with no traffic (dunno how it gets to host all the car ads, must be the tax breaks), for the first time we are encouraged to say "no". No to expectations. No to conformity. No to the moral vacuum of the consumer society and, er, yes to a bloody big car that retails at around £20,000 and looks like it's been designed by a myopic Cylon.
See the ad here
