So far today, I’ve seen 2,329 advertisements.
Well, okay — that’s just an estimate of the TV, newspaper, radio, magazine, and internet ads that surround me — and probably you, too. I try to ignore most of them. But because advertising has made itself such a big part of my life (not by choice) I can’t help but notice when it’s something outrageous, questionable, or just plain dumb.
So when I see something I think is outrageous or questionable or annoying — or stupid — I add it to my collection of Bad Ads.

Today’s example appeared on the back cover of a national magazine in May, 2005. I had it filed in the ‘Stupid’ category.My first thought was, Oh, it’s a public service ad suggesting people who get their SUVs into awkward situations are not very intelligent.  No intelligent life out here, dummy, and that means you! I can’t see a driver in the picture, so I’m thinking we’re seeing the situation from his point of view, as he stands there, scratching his head, wondering, Is my brand new SUV about to roll into a very big hole in the middle of the desert?
(Footnote — I once got my own SUV into a situation that looked as dodgy as this — and I really felt… stupid.)

But the more I thought about it, the more it seemed like an attempt (a failed attempt) to be clever: There’s no other humans around — just you, who was brilliant enough to buy one of our SUVs with the built-in satellite navigation system.
Am I missing something? Or is this about an advertising agency getting hooked on a clever catch-phrase and not seeing that it could be taken in a very derogatory way by its audience?

No intelligent life… including you,  the potential customer.
What were they thinking?

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As usual, I hope you’ll click over to  CARzy and see today’s WebCARtoon…

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