I detest the Rogue

Whoever is doing media placement for Nissan should be fired immediately.

I have now seen the Nissan Rogue commercial at least seventy times. http://www.youtube.com/watch?v=OiprDsiDvIQ

Maybe it’s my viewing habits as my television viewing consists primarily of sports programming and apparently, ESPN cut Nissan a sweetheart of a deal to run a commercial that I disliked the very first time I saw it. And now it seems to run over and over and over and over and over again.

Everything about it bothers me. The sound track is beyond annoying. There’s this uppity looking, I-know-I’m-better-than-you twenty-something female behind the wheel. In the passenger seat is some dweeb twenty-something professional wanna-be who looks nervously at his watch. And for good measure, there’s a smiling idiot in the back seat who’s along for the ride. Only eight words of dialogue are spoken.

“We’re gonna be late,” says Dweeb. The uppity-looking driver smiles an oh-so-perfect smile and floors it through the streets of San Francisco, narrowly missing a cable car and then the car veers off, flys up a ramp and lands on a train.

The train porter looks up, thinking, “this is the eighth jumper we’ve had today,” as the mischievous Rogue speeds along the rooftop of the train, only to disembark into the parking lot of wherever that destination was that they were going to be so late for in the first place.

“Oh, are we early?” says the dominant female who I’m sure will later crush this guys entire persona during their important business meeting. The guy in the back is in on the joke.

“Commute your way with the bold, all new Nissan Rogue,” says the voiceover.

Not in a million years.

I’m not sure if it’s Chiat/Day or TBWA behind this dreadful commercial – but either they got it completely wrong with the media buy or they’re way off base with the creative. Think about it. The commercial runs repeatedly on sports programming – a total male dominated audience and here we have this domineering female who is in complete control of everything – the vehicle, her helpless male passengers, even the yet-to-happen business meeting. Are we supposed to somehow identify with that and yearn to purchase this car?

I don’t think so.

So maybe the commercial has a strong pull with up-and-coming professional young women.

Sorry, but I don’t think they’re watching early-season conference basketball games or Sports Center wrapups.

It’s all wrong.

I’m sure I’m probably not the target audience for this vehicle. I think I’d probably get stuck trying to get in or out of it. So why have I seen it seventy times?

I looked up the definition of Rogue – it’s an unprincipled, deceitful and unreliable person, a scoundrel or rascal.

Great name for a car. The commercial is certainly rogue-like.

Please, Nissan. Run something else. You’re contributing mightily to people’s hatred of advertising.

I hope your car soon goes the way of the Edsel.