Published on March 6th, 2014 | by Christopher DeMorro9
Executives Defend Provocative Cadillac ELR Ad
The advertisement is called “Poolside” and stars Neal McDonough as an all-American business guy decrying the useless of material things or month-long vacations. All that matters is work…and the Cadillac ELR, apparently. The advertisement definitely provoked conversation in the car world, and I lambasted the piece for wasting a minute of my time without telling me one damn thing about the car itself.
But according to Cadillac, reaction to the advertisement was three times more positive than negative. Cadillac’s advertising chief Craig Bierly says the ad spot is meant to serve as brand “provocation”, to get customers talking about the luxury car maker. In that regard, the commercial seems to have succeeded. Pundits on the left are crying over stagnant wages and the rise of poor-paying part-time jobs, while right-wingers celebrate the workaholic attitude that they say drives people to the top.
Blah blah blah blah. It’s a car commercial people, and I only wrote about it because, to me at least, it’s yet another stumbling block for the launch of an otherwise great car. The commercial doesn’t introduce the car in the least, and the high MSRP puts it in direct competition with cars like the Tesla Model S, which most people agree is the superior vehicle.
In fairness to Mr. Bierly, he says the ad is simply about saying that working hard is about making your own luck. I agree with that sentiment to an extent, and I really don’t expect a $76,000 vehicle to be marketed to the Average Joe. My only problem with the ad is that it tells me absolutely nothing about the car itself, and instead only divides people over the “message” of a freakin’ car commercial. “What we’re saying is that hard work has its payoffs.” Fair enough.
But instead of being a provocative vehicle, the Cadillac ELR and its first commercial appearence make the brand seem out-of-touch unwilling to admit what the car really is; a hybrid. To some people in the top tax bracket, hybrid is a dirty word. Early sales seem to indicate that GM has seriously overestimated the value of a luxury Volt, even though the car has managed to convert a few haters into hybrid drivers because despite all this, it’s still a very good car.
Please though, let us all take in the delicious irony that right-wing pundits are defending an even-more-expensive Chevy Volt. Should I laugh, or should I cry?
Source: Ad Age