Ford is fighting dirty with this satirical response to the controversial Cadillac ELR ad, combining compost with their hybrid car, the C-Max Energi. Instead of working just to work, Ford asks why aren’t we working towards a better world? Pashon Murray has the answer
Where the Cadillac commercial that opens with movie star Neal McDonough standing in front of a huge pool, Ford opens with Detroit Dirt founder Pashon Murray staring at mounds of dirt. She launches into her own spiel about the American work ethic, and why she has made it her mission to use Detroit as a springboard for the urban farming movement. Her organization provides compost made from food scraps and manure to local farms that sell their food locally. It’s a dirty job doing a great service to a city many have given up hope for, one that requires a lot of hard work…minus the luxurious surroundings found in Cadillac’s commercial.
At the end of her monologue, Pashon steps into a Ford C-Max Energi, just as McDonough did at the end of Poolside, just in case you didn’t “get it” yet. True, the Ford commercial also fails to tell buyers anything of value about the car itself, but in terms of touting the American work ethic, I prefer Ford’s take.
Which ad do you think does a better message of conveying the American spirit?