"It really wasn't selling a car — it was selling a feeling — and it tapped into its target market of families very effectively, which you usually don't see in a car ad," said Robert Kolt, an instructor at Michigan State University's College of Communication Arts & Sciences.
"Some Asian-Americans may be offended by the stereotype that is portrayed in the spot," said Robert Kolt, who teaches advertising part-time at Michigan State University and had previewed a number of Sunday's Super Bowl ads. "Pete seems like a nice guy in the ad, but I think he is wasting a lot of money now. ... It's just not Super Bowl-worthy. It's not cute, it's not funny and it's not memorable."