On the teevee, there’s been a couple of Chrysler commercials that have really, really annoyed me. The first one is subtly annoying, because I had to pay attention to it before I realized how awful it was. There’s a young waifish boy who is leaving school. We hear, but don’t see, a boy say “Hey, Billy, I’ll race you home.” And you see the waif look alarmed. He runs, and then we see three larger shadowy boys chase after him. He escapes into his mom’s Chrysler minivan.

Clearly, the boy is being chased by bullies, but this probably played poorly with some sort of focus group. Reasonably, who the hell wants to associate the safety of her car with her poor, picked-on child? But it drives me crazy that the fix for this horrible commercial was to have the dumb voice-over in the beginning implying that the child was racing the other kids home. The kid looks horrified, and the other kids chasing him are clearly disappointed they didn’t get to hand him a beat down when he barely escapes. Who thought that was a good idea? And now, the edited commercial is nonsensical and cringe inducing.

The other Chrysler commercial I didn’t even have to pay attention to for it to make my brain matter seep out. It’s another minivan commercial–does Chrysler only make minivans now?–and after talking about all the amazing thing this minivan does, the voice-over says, “Oh, yeah, and it literally gave birth to every other minivan.”

Unless this is about another Michael Bay movie that I’m never going to see, this is literally the worst use of “literally” that I’ve ever heard. Most people may not realize this, but advertising agencies usually have smarter people involved in ad-campaigns. If the ad was literally put together by a 13 year-old, I could understand the usage, but anyone who has a high-school education knows what “literally” means. That ad had to pass through at least 2 dozen people. Not one of them pointed out how wrong that was?

At any rate, I put the kibosh on purchasing any Chrysler products in my household. I’m sure that’ll be the final nail in that company’s coffin.

  • Hah – thanks for the explanation of the bully commercial. It never made sense to me at all. Why would they ever even make this commercial? It doesn’t even seem to play to their normal target – the bully.