I've yet to see a TV commercial on behalf of classic car auction companies, unless you count the endless promos for Barrett-Jackson on Speed. But now it appears that RM Auctions is developing commercials for exclusive showing on You Tube. Question: Is it really a commercial if the air time is free? RM's first batch celebrates some of the superb classics to be sold in its London Auction on October 29, including a 1959 Ferrari 250 GT Tour de France Berlinetta, a 1938 Horch 853 Special Roadster, a 1938 Bugatti Type 57C Atalante, a 1965 Ferrari 250 LM Berlinetta, and a 1963 Ferrari 250 GT SWB California Spyder. We're invited to "watch the 1959 Ferrari 250 GT Tour de France Berlinetta as it dominates the open road, or admire the flowing lines of the 1938 Horch 853 Special Roadster as it sails through the English countryside." Or "play all videos consecutively!"

Which would be wonderful if the videos were actually worth watching. Unfortunately they fail to include the one thing that could make them truly enjoyable, and that's the sound of the engines as the drivers run up and down through the gears. How often do you get to hear a Bugatti, a Horch, or a rare Ferrari on the road? Instead we get music... and stock music tracks at that (digital elevator music). These videos could also benefit from a voice-over description provided it doesn't block out the exotic engine sounds. In deference to RM I'll admit that the cost of airing commercials on live TV may be uneconomic for such an exclusive audience and if the company can get free exposure via You Tube, why not? On the other hand if it wishes to attract buyers and sellers through the Internet video medium RM should consider spending some of its lavish profits on what we ad writers call "production values."