Opulence TV Spot

I’ve noticed a new trend with mass consumer brands – mocking the lifestyle of the ultra-affluent. Kia’s new print advertisement and Direct TV’s televisions spots (second spot here) show extremely over-the-top wealth. The basic premise is, I have the money to buy anything (even a miniature giraffe) but on certain items I would rather spend sensibly.

Kia Optima Print Ad

While the affluent consumer (even the less conspicuous non-Russian variety) might not appreciate being made fun of, the underlying message of quality and affordability appeals to all consumers. Especially the very people these companies are poking fun of, many of whom gained their status by purchasing based on value (quality for the money, not cheapness).  I’m interested to see if these brands continue the campaign and who else jumps on this bandwagon. Will luxury brands bring some self-deprecation to the table or play it safe?