Maybe this is a good idea if you’re deliberately trying to speak to that coveted douchebag demographic, but otherwise, this just comes off sounding like the advertising equivalent of thinking that knocking the popular kid will somehow earn you friends at school. You just end up sounding like a jerk.

Who Okay-ed this? If you don’t look closely you’d think this was an ad FOR Lexus. Comparing yourself to the competition (including reiterating their own messaging in your advertising) is NOT a branding strategy. Get your own identity, Buick.

Makes you want to sit at Lexus’s table at lunch just out of annoyance.

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