New Chevrolet Lumina SS commercial is ... shocking?

The commercial in question depicts a semi-dressed man, dancing to a really dodgy tune, while showing off an SS badge that has been branded into his back. Then, in trying to reveal what has branded his back like that, he and his kid jump into the car, and pull off. Part of the plot is that they get sucked into their seats by the sheer power of the car, and the SS branded into the seats, leaves the mark on his back. Smoke and all.... What is this other than an attempt to further degrade the GM brand?