Dr. Pants told me about the new Acura commercial a few weeks ago and Sean from at sportsBabel sent me the link last week. Apparently, I need to blog about this one.The commercial features Canadian skier Ashleigh McGivor.
Let’s strip the athlete down and then put her in some fancy heels and a black dress.
I mean I get the Acura campaign; sporty sexy is hot. But sexy seems to be covering up sporty here. The car, like the athlete, cleans up well. But the car, unlike the athlete, can perform and be just as sporty in its new polished form.
And the tagline: Aggression in its most elegant form. Well, when you apply it to people who are not supposed to be as aggressive or have to apologize for and hide their aggression by putting on fancy clothes. Well…problematic.
And the same applies to the other version of the commercial featuring Calvin Johnson, an African-American football player. Hide the black man’s aggression when you put the snazzy suit on him–and literally the suit is put on him. Neither Johnson or McGivor dress themselves. They are being transformed into some more elegant and less obviously aggressive.