This is a good execution of a commonly recognised piece of anthropomorphology. There is nothing or revolutionary new about saying that the VW Beetle has a happy face. Anyone that has seen Herby Goes Bananas knows this! But the comparison of the Beetle face with the faces of 'evil' cars re-enforces the brand values of the Beetle to the demographic which will be likely to buy one.
I doubt any SUV's will release 'Dare to be aggressive' ad campaigns. Although Im sure that their drivers would find that added macho factor very appealing.
Dare to be happy.
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