Cadillac’s Controversial Ad Car Pro News Car Pro USA

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Cadillac’s Controversial Ad Car Pro News

05 Mar

Why do we so hard? For what? For this?

For actor Neal McDonough as he gazes out over his pool in s new TV commercial before delivering a on the American Dream.

With the actor begins the controversial spot that Cadillac ran before and during ABC s broadcast of the Awards Sunday night.

The spot, created by ad agency is intended to serve as a brand according to Craig Bierley, s advertising director.


The spot for the new ELR plug-in hybrid has provoked reactions since its debut NBC s broadcast of the Opening Ceremony of the Sochi Winter Olympics.

on the political right see Poolside as an ode to American values. Critics on the left see it as ugly American thumping at its worst. During a when Americans are working and longer for less money, question the spot s perceived message.

Fox Business News contributor Hoenig, a founding member of the hedge fund, praised as a tremendous celebration of profit-seeking, and, yes, enjoyment of goods.

Those are considered declasse these days, down. So here s a wonderful ad actually celebrates America, said.

Fox Business host Cavuto worried Poolside the negative perception of the richest 1 as “smug, rich bastards who are of everyone else. It also chutzpah for GM, a company bailed out by taxpayers, to preach self-reliance”, wryly noted.

Other have attacked the spot bluntly. The Huffington Post Cadillac made a commercial the American Dream and it s a Nightmare. Carolyn Gregoire: The luxury car is selling a vision of the American at its worst: Work yourself the ground, take as little off as possible, and buy expensive stuff” a 2014 Cadillac ELR).

Washington Post contributor Schulte groaned at the sight of a white guy extolling the virtues of work, American style, strolling around his fancy pool and $75,000 electric

Ad Age, a sister publication of News, interviewed Bierley on the reaction to the spot. He said the s been misconstrued by some He wanted to set the record straight. the misperceptions:

-It s aimed at the richest 1

Not so, says Bierley. Rather millionaires, the spot s targeted at who make around $200,000 a They re consumers with a bit of grit under their who pop in and out of luxury when and how they see he said. These are people who t been given anything.

Every part of success ve achieved has been earned hard work and hustle. One of the they reward themselves for hard work is through the of a luxury car, Bierley

-It s about materialism.

Go back and the beginning, said Bierley. up front, McDonough dismisses the the reason Americans work so is to buy stuff. What he s really is that Americans work because that s what love to do. Luxury cars and expensive goodies are a byproduct of not the objective.

It s basically saying work creates its own luck. In to achieve it, you just have to anything s possible. You have to in yourself, you have to believe in It s really about optimism.

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It s a fundamental human truth: about creating your own It s not about materialism.

-It s a Buy American spot.

That s too. McDonough references the moon landing, Bill and the Wright Brothers because the ad is designed to run in the United States, not If Poolside were designed as a ad, the references would be more

Cadillac does not guilt into buying an American than a European luxury said Bierley. The last in the world we want to do is comes as: It s your duty to buy an American I don t think anybody wakes up to hear that. The strategy was to pay off the consumer insights around notion of achievement earned hard work and hustle and that. Since it s a U.S.-based we used metaphors to talk other people who received success through hard

-It celebrates the USA s workaholic culture.

Reaction is running about 3-1 in of the spot with the young audience on YouTube, said Some people are offended at the workaholic message when of people are out work and others are getting by. Again, that s not Cadillac intended, Bierley

We re not making a statement saying, We people to work hard. we re saying is that hard has its payoffs. Find something you to do, do it incredibly well and there s a for that, Bierley said. its personal satisfaction, whether its whether that s money.

-It was for the Olympics, when nationalism high.

Wrong, said Instead, Rogue found and McDonough in an early version of the that they used to and ultimately win Cadillac s $250 creative account last Cadillac and Rogue later back and remade the spot McDonough to create the version now. We just liked his Bierley said about the actor who s starred on HBO s Band of and other shows.

-It s a dissertation on American values.

said Bierley, but what forget is that it is still a car ad. What made Cadillac is consumers recognize the ELR as an electric car McDonough never states explicitly. It s sparked an interesting and debate, said Bierley.

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