Why Do Brands Want to Associate With Bickering Carville and Matalin?

If politics has a version of the well-worn Vegas act that inexplicably refuses to be closed down despite both a lack of resonance and a tired reception, it is the "Let's Bicker Show!" comprised of James Carville and Mary Matalin.

Now, as the Republican National Convention grinds on in Florida, it seems somebody at Mitsubishi thought it was a good idea to revive a schtick that hasn't been fun since the Clinton administration.

The new set of ads for Mitsubishi HVAC show… It's too tiring to explain. The brand's describes that ads as "featuring American political consultants James Carville and Mary Matalin in a comfort debate over the cost of energy versus personal comfort. The famous foes are also married in real life."

Matlin and Carville, you see, are well known political consultants, one each for America's two opposing parties--the Republicans and the Democrats. Here's the kicker: They are married in real life. Yes! Unbelievable, right?

The release touting the campaign to promote Mitsubishi's energy efficient ductless HVAC system states that the pair is "naturally laugh-out-loud funny."

Meanwhile, somebody probably should have told Mitsubishi that the duo sold their bickering act to Maker's Mark at the exact same time.

Forget that one of the Misubishi ads is a joke about air conditioned comfort and "Nawlins" at the exact moment the already-post traumatic stress disordered city of New Orleans is being battered by another hurricane that has wiped out power to 700,000. (At least they don't have to see the commercials.)

The Blue State-Red State, fighting for fun approach to politics that these two dinosaurs represent is exactly what so much of the US has come to despise, so why lean on it so heavily as a branding campaign?

If Mitsubishi -- and Maker's Mark -- are dead set on using these two squabbling nincompoops, why not at least be creative about it? For once, have them find a middle ground of bipartisanship. Or, for a true injection of political humor, have the two consider a third party in their marriage. Something. Anything.

Carville and Matalin's return makes one beg for a return to the excitement provided by Bob Dole slinging Viagra.