Considering the gullible, easily confused, passive, and exploitable little creatures that women inherently are, it’s about time a company came up with a way to help us buy cars all by our wispy, delicate selves, without the need to bring a strong, savvy man along to ensure we don’t swoon at the first sight of something shiny or get swindled by a smooth-talking dealer.
Enter TRUECar.com, white knight of the auto world, here to save women from themselves — or at least that seems to be the message of its current advertising.
While it seems the below ad has been around for a while, I hadn’t had the pleasure of being exposed to it until this past weekend, while catching up on a few TV shows via Hulu.
“At the dealership I was trying to hold my own, and it’s kind of tough,” says the first woman who appears in the spot. At this point, I was a little annoyed by the damsel in distress thing, but kept watching with a fairly open mind — no one likes car dealers, after all.
But then another woman comes on, and a third one (not one man), all talking about how after using TRUECar, they felt “confident going in on [their] own and closing the deal on [their] own.”
Okay, now I was definitely getting disgruntled. But then, just in case viewers had missed the less-than-subtle subtext, the last line delivered by one of the women is that, thanks to TRUECar.com, “I don’t need to bring a dude with me.”
And that’s when my rather-miffed moment became a full-blown WTF moment. Read more