Remember that obnoxious ad Cadillac ran during the Super Bowl? The one Fox News contributor Jonathan Hoenig enthusiastically insisted “celebrates America’s essential sense of life.”
For those who need a refresher, standing by a big home swimming pool actor Neal McDonough explains America’s essential sense of life, “Why do we work so hard? For this? For stuff? Other countries, they work, they stroll home, they stop by the café. They take August off. Off. Why aren’t we like that?
“Because we’re crazy, hard working believers, that’s why. These other countries think we’re insane. Whatever.”
Sliding into the Cadillac ELR electric McDonough concludes, “You work hard. You create your own luck. And you gotta believe anything is possible. As for all the stuff, that’s the upside of taking only two weeks off in August. N’est ce pas?”
This week Ford struck back with an ad virtually identical in structure and cadence but 180 degrees different in message. And spokesperson. Pashon Murray is a striking woman who, with Greg Willerer, co-founded Detroit Dirt a group dedicated to converting organic scraps into fertile soil that can help grow an urban food system on unused land.
Standing in front of two rows of compost Ms. Murray explains her distinct perspective, “Why do I work so hard? For what? For this? For dirt? Other countries, they work, they stroll to the market and buy locally grown food. Locally. Why aren’t we like that? Well more and more of us are like that.”
Sliding into a C-Max Energie electric hybrid Murray concludes, “It’s pretty simple. You work hard. You believe that anything is possible. And you try to make the world better. You try. As for helping a city grow good clean healthy vegetables, that’s the upside of giving a damn. N’est ce pas?”
Two ads. Two value systems. GM’s celebrates self. Ford’s celebrates community. GM’s honors the 1 percent. Ford’s speaks to the rest of us.
One more thing. The base price of a Cadillac ELR is $76,000. The C-Max Energi Hybrid sells for $33,000.