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"My dog ate my homework." That excuse might not have worked in grade school, and as Volkswagen proves in its latest ad for the Jetta sedan, telling your boss "my dog ate my keys" is no excuse for being late to work, either.


Five years ago, if you owned a vehicle with push button start, you probably owned a luxury vehicle or high-end sports car. For 2011, there are 189 vehicles with push start technology, including many vehicles that retail for less than $20,000. But while the technology has proliferated to nearly every vehicle segment, each automaker has its own keyless ignition mechanism.


At least they're not mocking men or making light of depressed robots. Nissan's latest marketing effort for the Altima has the auto company messing with patrons of entertainment venues. 200,000 sets of faux keys will be planted in clubs, bars, concert venues, and other congregation locations. The way the ruse works is that someone picks up the keys, and takes in a tidy little marketing message about the Altima's keyless ignition as they read the keychain. It's a great example of thinking outside

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