Earlier this year, Cadillac debuted a very polarizing ad for its new ELR. I didn’t cover it on this blog, but here it is.
Many found the rambling monologue of the rich middle-aged guy (played by Neal McDonough) to be insufferable. I tend to agree with that assessment. His speech plays into stereotypes of Americans as aspirational, Type A personalities who spend all their time working, and then die. Of course, people who liked the commercial note that much of the copy points to the reason why America has been so successful economically over the years, and why many people have been able to buy luxury items such as Cadillacs. But would the blustery blowhard in the spot really be interested in an ELR, a plug-in hybrid? I kind of doubt it.
So Ford created a direct response.
I like Ford’s a lot better. Sure it’s a bit smug, but it’s got a few things going for it. First, it has a real person as the protagonist instead of a fictional character. The speaker is Pashon Murray, founder of Detroit Dirt. Pashon explains why she does what she does, and that it’s for the betterment of the country and the world as a whole. And the last line “that’s the upside of giving a damn” is an absolute killer. I think this one has to go to Ford.