For awhile there I thought the word for 2009 was going to be “frugality.”

Frugal.  Being thrifty.  Back to those values that our new president spoke about last Tuesday.  Values that are not new, but old.  Most people who had Depression-era parents (like me) knows “frugal.”

But after looking at the Hyundai commercials, I’m thinking of another word.

“Resigned.”

I mean, really.

Selling someone a car and then saying that if they get fired from their job you’ll take it back?

That doesn’t makes me want to go out and buy a Hyundai!  Sounds more like a death wish.  Oh, and by the way, isn’t it when you’re out of a job that you need a car the most!  To get to the next interview?  Now that’s a campaign.  Lose your job?  We’ll loan you a Hyundai for six weeks to help you find another.  But no.  We’ll take your money first.

I’m thinking of going to clients with “Hyundai campaigns …”

• “Nike will sell you a Sasquatch driver … and if your leg gets cut off in the next six months, they’ll take it back.”
• “Budweiser will sell you six pack of beer … and if you die of sclerosis of the liver in the next year … it’s free!
• “Harvard will put your child through college … and if he/she ends up in jail for a year or more before they turn 25, you’ll get your book money back!”
• “Come see the movie Revolutionary Road … and if within the next 60 days you become a depressed alcoholic and cheat on your wife … we’ll pay for therapy!”