[duxup]

"they're addressing the boss's boss"

I wonder about that with truck commercials.

I feel like every truck commercial is a sort of "See this is how we want our customers to act!"

[kpxxx]

The difference is they are demonstrating fantasies or idealizations that much of their customer base have or aspire to themselves. Truck commercials are made that way with a large part of their customer base keenly in mind.