This script excerpt presents a comically exaggerated television commercial for “New Deal Used Cars,” cleverly using the backdrop of President Carter’s address on high inflation to grab attention. The advertisement immediately pivots from a serious national issue to a farcical solution offered by a used car dealership. This approach is a masterclass in using current events to create memorable and humorous marketing content.
The commercial features “Marshall Lucky” from New Deal Used Cars, who directly addresses the problem of inflation. Instead of offering economic solutions, Lucky’s approach is literal and violent: “lowering inflation not only by fighting high prices, not only by murdering high prices, but by blowing the living shit out of high prices.” This sets the tone for the entire sketch, relying on shock value and absurdity for comedic effect.
The humor is amplified by the visual gags. Lucky demonstrates his price-fighting strategy by shooting at classic cars like a 1972 Cadillac Coupe DeVille and a 1973 Lincoln Continental Mark IV. These vehicles, symbols of American automotive luxury, become targets in his war against inflation. The over-the-top destruction of these cars is inherently funny and visually striking, making the commercial instantly memorable.
Further enhancing the comedic chaos is the introduction of “Jim the Mechanic” as “High Prices.” This character, in costume, is dramatically “shot” by Lucky, adding a layer of theatrical silliness to the already absurd premise. The line “Take this, you dirty ol’ High Prices” and Jim’s exaggerated death scene contribute to the sketch’s overall slapstick humor.
The climax of the commercial involves a 1974 Mercedes 450SL, presented with a shockingly high price tag of $24,000. The reaction is not just shooting, but dynamite. This escalation in destruction emphasizes the escalating absurdity of the commercial’s premise. Roy, presumably a viewer at home, reacts with outrage, “You son of a bitch,” perfectly capturing the likely reaction of someone watching their prized car be symbolically destroyed.
The ending loops back to President Carter, juxtaposing the President’s serious and measured tone with the outrageous commercial. Carter’s line, “I have heard you, with unmistakable clarity…,” is ironically placed after the explosive and chaotic used car ad, highlighting the disconnect between serious political discourse and the often-absurd world of advertising. Roy’s final act of kicking the television and electrocuting himself adds a final, dark comedic punchline, underlining the extreme reactions the commercial is designed to provoke.
This Used Cars Film script uses hyperbole and slapstick to create a memorable and humorous advertisement. By directly confronting the issue of inflation in an outlandish way, it likely aimed to cut through the noise and leave a lasting impression on viewers, even if through sheer shock and laughter. The commercial is a testament to the power of humor in advertising, especially when tackling serious or sensitive topics.
