As a follow up to the CSWY car commercial discussion:
https://nym.ag/3kiRsT8
New York Magazine
Jan. 5, 1998
Album of the Year
By Barbara Lippert
[snip to]
A buzz saw to the national psyche, 1997: You’ve probably seen
the Infiniti commercial in which a Danny De Vito-type guy
receives divorce papers at the front door of his garish
mansion. “Half? She gets half?” he wails. “I’ll give her
half!” – and begins a War of the Roses-like tear through the
place with chainsaw and blowtorch, hacking the piano, the
couch, the pool table in half. When he gets to the garage and
the sight of his true inamorata, a shiny, erotic Infiniti Q45,
he stops. Now we are bathed in Barry Manilow’s “I Can’t Smile
Without You.” “On second thought,” he says, “maybe we can work
something out.”
The spot, according to TBWA Chiat/Day, the agency that created
it, has been “a tremendous success and has already won a
couple of awards.” Fine. But the irony here is that while the
nineties zeitgeist is supposedly about asceticism, atoning for
the vulgar appetites of the eighties, the reality is that this
$48,000 vehicle is now being sold with a show of ostentatious
wealth and brute-force aggression. Back when the car was
introduced, in the age of late-eighties excess, it was
promoted through spots that were Zen-like, soft, and quiet,
with calming natural sounds of running water, and shots of
rocks and trees. Whose eighties is it, anyway?
[snip]