It is always a cringeworthy moment when someone tries to channel their inner hipness and comes up empty. That’s what I think happened with Honda’s effort to marry Presidents Lincoln and Washington with r&b music in an effort to sell cars on President’s Day. Who thought giving George Washington a Barry White-mixed-with-Robin Thicke baritone would seduce women into running out and buying a Honda. And is Abe supposed to be doing an impression of Justin Timberlake?
Women buy more cars than men, 52 percent of all car purchases are by women. Women influence more than 80 percent of all car decisions, according to a 2010 General Motors study. So I get the advertising impetus to get our attention.