Most people have probably seen those Lexus commercials that advertise how wonderful it would be to surprise your wife with the gift of a brand new Lexus.
Seriously. Is the point of this commercial really to convince me to spend fifty thousand dollars on my wife's Christmas gift?
The effect of these commercials is not to make me think, "Gee, it would be nice, someday, to surprise the wife with a new Lexus."
The effect is to say, "You're a loser. Look at Mr. Suave. He just bought his wife a new Lexus. See, it's even wrapped with a giant red bow to symbolize how much he loves her."
Lexus uses the slogan, "A December to Remember."
For me to purchase my wife a car without her knowing, it would have to look something like this:
Thanks, Lexus, for making this a "December to Remember" that I don't have enough money to buy a @#%@ing Lexus.