The big thing at General Motors this fall, apparently, is in-car Wi-Fi. A two-page Buick ad in the new InStyle (October) contains this image:
The young lady, resplendent in orange, is obviously making best use of her time in the back seat. (Of course it’s the back seat: you don’t want drivers doing this, the curve of the roofline gives it away, and anyway this is the view from outside the car.) Apart from telling you that you can get a mobile hotspot, though, this ad tucks in a couple of additional messages that aren’t spelled out:
- The average age of Buick buyers has actually been declining, from recently deceased to somewhere in the fifties, but there’s really no percentage to marketing to us old codgers, set in our ways, so let’s show someone about half that age.
- Fear of cramped back seats haunts us all, or at least those of us who occasionally might find occasion to carry someone in the back seat, so the fact that Miss Tablet can actually cross her legs back there is reassuring, though I’m not sure how close her head is to the ceiling.
This latter point is seldom made by automakers; I can remember only once in recent years when it was blatant, and even then it was only a tweet.