Have you seen Cadillac's new commercial featuring the new ELR? It opens with the commentary... "Why do we work so hard? For what? For this? For stuff?" asks actor Neal McDonough as he gazes out over his pool in new Cadillac's TV commercial before delivering a dissertation on the American Dream.
The "Poolside" spot created, by ad agency Rogue, is intended to serve as a "brand provocation," according to Craig Bierley, Cadillac's advertising director.
The spot spot has provoked fiery reactions since its debut during NBC's broadcast of the Opening Ceremony of the 2014 Sochi Winter Olympics
Fans on the political right see "Poolside" as an unapologetic ode to American values. Critics on the political left see it as Ugly American chest thumping at its worst. During a time when Americans are working harder and longer for less money, others question the spot's perceived workaholic message.
I see it plainly as an old dream. It's pretty obvious this commercial is not targeting today's new workforce who place a premium on their time and where work/Life balance is a coveted commodity. A group that lives the ethos that experiences trump stuff, a battle cry for a next generation workforce who's saying if the cost of ownership is 100/Hour work weeks and two weeks vacation, Cadillac is barking up the wrong tree.
Other critics in the media have put it more bluntly. The Huffington Post declared it "Cadillac made a commercial about the American Dream -- and it's a Nightmare." Wrote Carolyn Gregoire: "The luxury car company is selling a vision of the American Dream at its worst: Work yourself into the ground, take as little time off as possible, and buy expensive sh*t (specifically, a 2014 Cadillac ELR)."
Two weeks vacation and a Cadillac. This is an old dream. For a new workforce that knows tomorrow is not promised for anyone, experiences and relationship trump the car and pool.