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April 12, 2017

Circle Change

What Michael Pineda Can Learn From Off-Brand Michael Pineda

by Zach Crizer


Let me first say that I don’t know which advertising conglomerate came up with the idea that explains the omnipresent hand-wringing over Michael Pineda, and I wouldn’t thank them if I did—their actual intended result is so breathtakingly insulting to the intelligence of the general public that it cancels out any value of this incidental discovery. Nonetheless, a bit of wisdom is glinting off the surface of the cultural eyesore they brought into our world, so we might as well use it.

Surely, you’ve seen them. The commercials. There is apparently only one way to reinvigorate an automobile manufacturer’s brand, and that is to record a bunch of “normal people”—aka bad actors—acting very surprised that a car that meets the standards of their 30-second inspection could possibly be created by a brand they implicitly thought to be a terrible manufacturer of cars.

You don’t even have to think about it that hard to realize what an odd or desperate strategy this is. Depending on the viewer, the ads say, “We’re not as bad as you think!” or “We used to suck, but we’re better now!”

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<< Previous Article
Short Relief: False Ca... (04/12)
<< Previous Column
Premium Article Circle Change: Buster ... (04/05)
Next Column >>
Circle Change: Pico de... (04/20)
Next Article >>
Let It Eat: Who Is Res... (04/12)

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