Schmaltz Alert: Read at Your Own Risk

by Frank Williams

January 14th, 2008 5:01 PM

Our men on the scene have been duly chastened for not bringing us immediate news of yet another award given at the NAIAS by the over-capitalized ROAD & TRAVEL magazine: the equally over-capitalized HEART STRING award. This award attempts "to recognize how well automakers connect cars and consumers based on lifestyle and the emotional experience during ownership." "Rooms," a spot for the Dodge Caravan, scored this year's nod for being "the most emotionally compelling car commercial to appear on national television in 2007." I couldn't find the 30-second clip ROAD & TRAVEL judged worthy of such an honor (a 15-second excerpt on Youtube was as good as it got). As soon as I find the video, I'll post a link to it so we all can warm the cockles of our hearts. Or throw up.

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MLS on Jan 14, 2008
Redbarchetta : And the commercial is deceptively unsafe, it shows a family in the back facing eachother but has a tiny disclaimer at the bottom that says seats must be forward facing while car is in motion. Actually, no, the disclaimer doesn't say that at all. It says that the Swivel 'n Go seats "must be locked in forward or rearward mode when the vehicle is in motion." The swivel feature was clearly designed to be used during travel—what would the point otherwise be? Indeed, the Town & Country passed Chrysler's crash tests with the seats facing both forward and backward.

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Redbarchetta on Jan 14, 2008

I swear I saw that in a TV ad months ago right when it came out. Even my wife told me she saw it on a different occasion. If I'm wrong I apologize.

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Mud on Jan 15, 2008

Is this the commercial where the Chrysler van steps in to save the dysfunctional family? Never fails to choke me up. On last night's dinner.

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Sammy Hagar on Jan 15, 2008

Yeah, that's the one. Mommy Dearest commanding 'tween rebel and apparently nameless boys to go for a ride and save the family...while Dad just sits there, savoring his lobotomy.

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