You just don't see spark plugs advertised anymore.

Its obviously the kid in the back seat. In 1960 when they took this photo he was just a kid, right. But he's tormented. Look at that body language. He hated that hat and the bullying it brought him and he was going to do something about it one day.

Of course he grows up. By the late 1980s he is a fairly powerful advertising executive and he's convinced General Motors that spark plug spots are money poorly spent.

"You are GM! Think of what else we could advertise instead!"

That's it. That's the joke.

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