Chevy must have focus groups and research that tells them that Howie Long is a good spokesperson for their products. As a Fox NFL anaylst, he's fine alongside the likes of Jimmy Johnson and Terry Bradshaw. That said, I can't stand Howie Long in his commercials.

Long is smug and arrogant in all of 60 seconds. He's supposed to be selling the advantages of Chevy products -- while dissing those of Honda in direct jabs at the Japanese company -- but he rubs me the wrong way. Perhaps it's his smile. He just acts like he has no humility. He's all confidence and self-assuredness. Those two qualities should make him an excellent pitchman. That's what Chevy is trying to project.