Budget Rent A Car Corp., Disco

In this ongoing award winning self-reflexive campaign, ad agency executives sit in a board room trying to come up with an ad idea. Past installments showed the ad "ideas" ending up in a violent end for the consumer (chased by bears, car accidents) and were "discarded."

This installment is less violent and instead goes for a campy, 1970s Village People-type stereotype. It starts off with the agency executives talking about how Budget Rent A Car "is working really hard to improve truck rental." (Indeed, it is the first commercial behind that service for the company.) They mention the new option of movers helping load and unload the trucks.

One woman asks, "Can we make 'load and unload' even better?" Her colleague answers, "Roller skates. To make the move even faster."

Suddenly, in a fantasy of how it might look, to the recast tune of "Shame" by Evelyn "Champagne" King, five rather tacky men in blue Budget T-shirts on roller skates shimmy and shake as if they were on the floor of a disco. Except they're on a sunny suburban street next to a rental truck, and there are no women.

The T-shirts all expose stomachs, some bigger than others -- one shirt is torn, another is tied in middle, and the third simply cannot contain the large stomach behind it. They all wear too-tight denim short-shorts. A male skater picks another up by the waist and spins him around like a woman.

Suddenly, after that vision passes them, the ad agency team immediately dismisses the concept.

This over-the-top ad in an over-the-top campaign nevertheless ties disco to effeminate dancing men -- the sole joke of the commercial. It's not exactly the only reason roller skates might be a bad idea for movers.