Monday, 4 June 2018

Rugged (June)

The June billboard over Richmond offers a make of car with three choices: ROGUE, RUGGED, RUGGED X. We absorb these choices while waiting for the green arrow in Hoddle Street. Calm, gentle green arrow! Quiet, effective green arrow! There is no EXTRA ROGUE model. The buyer can identify with ROGUE, but EXTRA ROGUE takes things too far. How extra must a 4WD be before it’s a criminal? We can be EXTRA RUGGED (the green arrow has let us through to East Melbourne) with the option of moderating to simple RUGGED, if we are more unassuming and undemonstrative about our RUGGED.

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