Dear Washington DC BMW,

It’s 6:10 am on the Tuesday before Christmas. Why the hell am I writing to you? Because I’ve already seen, no… heard, your commercial that begins with the screams of a young boy and girl on Christmas morning twice, and you’ve impacted my day in a bad way.

Who there thought it was a good idea to build a commercial around the sustained and obnoxious screaming of some kid? Will that sell cars? To me your commercial is a startling and painful jolt. Whatever is happening at the time it airs, I stop and search for the source of the screams… is someone hurt? Has one of my own kids had an accident? No, it’s that damn BMW commercial on the TV.

You haven’t lost a customer, because there weren’t any BMW’s on my shopping list. But you’ve joined the many reasons that I have to look forward to Christmas, as I hope and pray that it will be the end of your awful screaming commercial. Wise up. BMW buyers may be nostalgic for images of their kids on Christmas morning. The screams, I’m sure they’d be glad to forget.

UPDATE: Apparently I’m not alone in hating this commercial. Scroll down to the comment by Columbia, MD about the BMW ad in this online chat from washingtonpost.com.