A couple of lines of ad copy will set the tone we expect (emphasis added) re the Phantom Drophead Coupé:
...our design team drew inspiration from the classic J-class racing yachts of the 1930s. The fastest yachts of their time, these pedigree vessels possessed a spectacular combination of ability, versatility and fitness for purpose. Thanks to the use of the finest materials in their natural state...Rather conservative values, don't you think? The tone having been set, have a look at this new commercial for a Phantom.
The music in the background seems to be Coldplay - pop music to put a young woman in the mood, not a soundtrack many men would choose for driving.
Then the images: they go by fast but do pause to look.
First, the couple is emerging from not from a home but from an elevator in a garage: they are exiting office or hotel.
Next, we see the driver is a graybeard.
(He looks modeled on Standard Charter's CEO Peter Sands - and he is accompanying a younger woman.)
We are given a glance at this consort and she seems under 30.
What kind of a message are we sending to the next generation of Rolls Royce owners? I mean the impressionable young Sands of the world? This fellow is "dating" his PA. The manufacturer here uses dreamy adultery images and metrosexual pop music to sell Rolls Royce.
The shock subsides when you ask yourself who is the manufacturer? BMW owns RR.
Recall that and it all comes together, suddenly:
Among German men, Porsche drivers were the least faithful, with 49 percent admitting infidelity, followed by BMW drivers at 46 percent.It's a scientific fact: the German automakers are experts in reaching that all-important infidelity market when pitching luxury cars. It is what they do well.
Perhaps the ad will change if BMW finds the adultery market already saturated. Otherwise, on behalf of the existing customer base: Someone please stop them!
(Click to enlarge images. Sands via Reuters. Market penetration pun reserved for future use.)
