I think this spot premiered last month. But I believe the controversy it will create is yet to come. Watching the spot the first time I was uncomfortable. Since I've seen it more, it's genuinely changed my perception of the brand.
An all-black chorus singing in gospel-style ... a song that includes the phrases 'come shine here with me' and 'I'm finally free.' The the zoom out hits as they sing the brand's hallmark 'zoom, zoom' in a closed circle around a car.
Excessive religious references aside, it seems like a particularly offensive cultural lift.
In principle, I agree with the approach. Car buyers have changed. Over 50% of them are women. Growing numbers are Hispanic and African-American. Yeah, we need to get away from the white guy in a convertible zipping around the windiest roads of the Italian countryside with a thrilled woman by his side. But, there's a big, big 'in between' from talking to a niche to lifting an experience.