Getting irritated by a snobby Lexus commercial is like voting for Dennis Kucinich: You can do it, but it won’t change anything. However, this ad from the company’s 2008 “December to Remember” campaign is so eye-gougingly annoying that I must say something:

Plenty of people have groused that it’s tacky for Lexus to pimp its cars as Christmas gifts during an economic crisis, but that doesn’t bother me. Even in these trying times, Toyota has to sell its luxury model, so they may as well target people who can still afford a car. For those consumers, opulent ads could even be comforting. If they can buy a fancy Lexus this year, then they’ve avoided the recession. They’re safe! 

But here’s the thing: If you’re lucky enough to be that wealthy, you shouldn’t be a dick about it. Yet that’s exactly what this ad encourages. The little girl loves her pony because it makes Annmarie jealous, and it’s implied her grown-up self should love her new car for the same reason. You half expect Annamarie to ride by on the city bus, dabbing her eyes with a pink slip as she watches her neighbor hop around the Lexus yelling “nanny-nanny-boo-boo.” 

That’s a step too far. Advertise the Lexus all you want, Toyota, but don’t encourage your customers to be douchebags. People resent them enough as it is.