Absurdly Driven looks at the world of business with a skeptical eye and a firmly rooted tongue in cheek. 

The Super Bowl is a time when America gets together and celebrates its collective distaste for the New England Patriots.

This is usually exacerbated when the Patriots win, after their opponents implode like politicians caught trouserless by TMZ. 

For light relief, the networks present you with ads. 

These are supposed to remind you of what's truly important. Drinking beer, eating unhealthy food and driving dull-looking cars.

There's one ad, though, that might have you philosophizing for days.

It's brought to you by Kia.

I think of Kia cars as, you know... oh, I don't think about them that much at all.

Somehow, it's a brand that hasn't quite penetrated the consciousness as it perhaps deserves to.

To try and change that, Kia has paid NBA superstar LeBron James to drive its cars.

For the Super Bowl, however, it driving up the sexy factor.

It's recruited, oh, Aerosmith's Steven Tyler to get behind its wheel. 

I hear an involuntary gurgling coming from your gut. But wait. 

Here, the slightly dissolute-looking Tyler is at the race track. He's dressed like a professional driver. 

Will he really show his heavy racing mettle? In a way.

He puts the 2018 Kia Stinger into reverse. 

He goes backwards, faster and faster. Clouds of dust billow into the air.

And suddenly he becomes, wait, is that Freddie Mercury? 

It seemed like it to me. Long hair, slightly upturned nose. 

Indeed, I had to read Kia's PR blurb in order to be informed that this ad is all about being "fueled by youth."

Ah, so Tyler has gone back to the past, in order to become his younger self? And if you buy a Kia Stinger, that's what you'll do too?

I don't know about you, but I'm not sure I liked my younger self all that much. I fear I was even more obnoxious than I am now. Do I really want to be that person?

I can only assume that the younger Steven Tyler was an utter delight who made women swoon and, perhaps, quoted Dostoyevsky in an effortless Russian accent. 

Let's pause to consider the true depth of this.

The Kia Stinger is, apparently, a rather fine car, as cars go. Some have wanted to garland it with awards.

Yet I have no recollection of Tyler being anything other than a younger version of precisely what he is today.

I'd always thought that advertising agencies employed the most emotionally astute people on Earth.

They're able to manipulate emotions through infinitessimally subtle messages that work in quite radical ways.

Yet the emotional message this ad sends seems to be: "Remember when you were a younger, slightly more reckless version of you? Buy this car and you'll feel that way again."

Which seems like the most regressive message you could possibly send in an era where 40 is the new 20 and 70 is barely 45.

Oh, that's why he's going backwards? Right.