The Garcias Got a New Car

The now-famous Buick TV commercial that was the subject of the May 2nd posting is filled with subtle political correctness that we can easily miss.

The commercial opens with a young couple standing at their kitchen window, saying, “The Garcias got a new car.” Sure enough, there is a car in the neighbor’s driveway with another young, possibly Hispanic couple hurriedly jumping out as if they are preparing a surprise. They are in the distance and are quickly gone, so we cannot be sure, but we can assume they are the Garcias. The scene immediately switches to the grandma and a very tall young guy walking toward the car. I only assumed the guy is her grandson because he seems to be the right age, but he is definitely not the guy who initially jumped out of the car with the woman. They were probably his parents who bought the car for him.  TV ads are so short they have to depend on implication to quickly get the story across.  The split-second scenes also permits some of them to be dropped to fit a slightly smaller time slot, so you may not see everything I describe here in the full version.

All of this takes place in a very upscale, manicured neighborhood. The Garcia’s house would go for over a million in Delaware, but there is no hint of how all those young couples could afford to live there. The woman who calls out, “That’s not a Buick!” is a nicely-dressed, middle-aged black woman, who seems to be a friend of Grandma and adds to the impression of a pleasant, mixed neighborhood.  Her house, within shouting distance, is implied to be across the street where Grandma looks to answer her.

All that is missing is a gay couple, but no one is left.  It cannot be the initial two at their kitchen window because they are the archetype for the modern, standard European-Americans accepting the new ethnic diversity around them.

The final scene, shown in the May 2nd posting photo, is of the grandson taking Grandma for a ride as she looks over the interior, stunned by all of the luxury. I suppose the grandson could be a sandy-haired, blue-eyed Hispanic, but he is shown in profile, and that sure looks like an English-sized honker sitting on his face. I suspect that final scene was shot before the story line was given a Hispanic twist, but what do I know?

Well, I do know Buick loves all of this attention (“buzz,” as they say in advertizing).


About Roger Walck

My reasons for writing this blog are spelled out in the posting of 10/1/2012, Montaigne's Essays. They are probably not what you think.
This entry was posted in Commercials, Popular culture and tagged , . Bookmark the permalink.

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