Acura: great concept - wrong timing

I really do like the latest round of Acura commercials. In one iteration, a soft-spoken man praises his high-end, luxury chestnut roaster. In another version, a different man sits proudly in front of his 60ies, post-modern gingerbread house, designed by a fictitious star architect. The punch line: "In a season marked by overindulging and overspending, Acura introduces the concept of oversaving."

Everything in this concept is perfect. Various, interesting story lines building up momentum, and a resolution that has a clear link to the product and the benefit Acura brings to the table. It makes you smile. It makes you think. It has a clear message.

So what is wrong with the concept? Well, it's not exactly a time of overindulgence and overspending. Perhaps three years ago it was. Maybe in two years it will be again. But this year? OK, some rich people may or may not go a bit overboard in their shopping behavior, but as a matter of fact this country is still in a recession, millions of Americans still feel the pain from the housing crisis. The job market looks far from rosy, and for many of our fellow citizens this holiday season will have to be marked by oversaving. Not by choice that is, but out of pure economic necessity.

And for the rest of us? Well, a car is not exactly your typical holiday season gift. It still comes with quite a hefty price tag attached to it. A five digit price tag that is. That is not exactly saving, it is spending. Spending a lot of $$$. Even if Acura throws in hefty discounts, don't forget you haven't technically saved money - you have spent a lot of money. The savings are only theoretical. In reality, there is a huge hole in your pocket.

Acura may have been better off putting this idea onto a shelf, and executing it when the timing would have been right.