Going into the holiday advertising season, automakers are opting for fact-based ads tied to charitable entities as a more appropriate approach in tough economic times, according to an article by Jean Halliday of Advertising Age for Automotive News.

According to Bob Austin, founder of the Auto Futures Group, a consulting entity, "the typical silliness" of advertisements that tout expensive cars as Christmas gifts is the "wrong approach" in the current climate.

Some companies, including American Honda Motor Co. and Subaru of America, are offering donation-based programs. Subaru customers, for instance, who buy or lease a vehicle between now and January 2 can designate one of five charities to receive a $250 donation.

"We wanted to create a program that not only stands out from the crowd but is also relevant to our customers' value system, that of giving back to the community," said Kevin Mayer, director-marketing communications at Subaru. The designated charities include Habitat for Humanity International; Boys and Girls Clubs of America; Meals on Wheels Association of America; the American Society for the Prevention of Cruelty to Animals, and the National Wildlife Federation.

Honda, via its annual "Happy Honda Days" clearance sale, is opting for "a warm, simple seasonal greeting" and a program of visitor generated charity donations from shophonda.com. Included charities are Little League Baseball/Urban Initiative; Pediatric Brain Tumor Foundation; and Keep America Beautiful.