Props to eyeteeth for reminding me of something appalling which I first saw about a month ago, and completely failed to muster the time/energy to write about.

The item in question is a Lexus advertising campaign, whose tagline is…

A Strong Want is a Justifiable Need

Part of the problem with writing about this is that it’s so utterly horrible that it defies rational thought. Paul at eyeteeth probably chooses the best path in offering a picture of the offending ad with only a title offering commentary.

But after a few minutes, I realised that I could probably have some fun with the idea, so I dashed off a letter to Lexus’s “General Requests” email line, as follows…

Dear Sir/Madam,

I’m writing to commend Lexus on their recent billboard campaign featuring the slogan “A Strong Want is a Justifiable Need”. I was so compelled by this idea that I have adopted it as a new, all-encompassing personal philosophy.

Furthermore, I’m impressed that Lexus has seemingly taken it upon itself to fulfill the General Public’s “wants” which are, under this beautifully simple concept, automatically justifiable “needs”.

For quite some time now I have “wanted” to receive a sum of $1,000,000 without any obligation whatsoever, and I have to thank you for making me realise that this is not simply an abstract desire, but something to which I am entitled.

Since Lexus seemingly aims to provide for such reasonable requirements, I am therefore writing to ask that your company provide me with the aforementioned million dollars, thereby satisfying my current need.

I am particularly looking forward to spending a small portion of the sum on a Lexus hybrid.

You can contact me regarding the delivery of this “strong want”/”justifiable need”. I suggest that a direct wire transfer of the money would be the most efficient way of fulfilling my “need”. Banking details can be provided on request.

Again, thank you so much for leading the way in conflating desire and requirement into a brave new paradigm of personal satisfaction, and an exciting new chapter in the cherished American Dream.

I am sincerely looking forward to their reply. Perhaps you have a “strong want” of your own which the philanthropists at Lexus can help with? Whilst $1m might honestly be a bit of a tall order, there’s definite scope to play with this. Does anyone have a “strong want” small/cheap enough that Lexus can be talked into providing it?

This article first arrived on the interwebnet on Tuesday, June 27th, 2006 at 9:10 am .
It's arbitrarily categorised as being about: Culture, Sustainability, Thinking.
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