Shawn Allen wonders whether the new Cadillace ELR advertisement is the best way to define success. What do you think?
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American exceptionalism is, according to Cadillac, defined by our desire to work harder and sacrifice more on our way to our personal best. And how do we define that ideal? The slickly produced ad for the not-yet-released ELR perpetuates the dangerous idea that we should define ourselves by our jobs, our status and our “stuff.”
By this metric, we will never be satisfied, let alone fulfilled, as there’s always always something new, something better or shinier, to own.
There is no mention of being better human beings. No reference to the condition or quality of our lives—just the material, the physical.
How should we define success? What’s more important to you than the external trappings of status and luxury?
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YouTube commenter Ernie Shenck had the opposite view: “Every once in a while, a commercial comes along that just polarizes the hell out of people. This time, it’s Cadillac in what is shaping up as a pretty controversial spot for the brand’s new all-electric ELR. In this corner, we have the offended and the outraged who complain that the spot’s digs at other countries’ more, ahem, leisurely lifestyles are misguided and unfair. And in this corner over here, we have the damn-straight-there’s-a-difference-between-us-and-the-rest-of-the-world. I’m with the latter. Like a lot of people, I’m pretty sick and tired of all the aw shucks we’re just ordinary folks backlash against American exceptionalism. Love the writing. Bold and unapologetic and it slaps you right across the face. Kudos to the creative team and to Cadillac. It’s about time a car company actually said something.”
Which side resonates the most with you?
Oh, yes! I agree with this comment: “The Cadillac ad reflects the white male dick-centric view of success. Success needs to reflect happiness. Happiness comes through giving and helping other people. That’s how one achieves a high quality life. If you follow the crowd, you’re going to end up like the crowd. Perform an act of giving and kindness each and everyday. Watch how happy this makes you!” I also see that it’s a push back advert to the cultural creatives/greens who are beginning ot upsurge in the collective these days–consumptive consumer lifestyle based on greed and striving is giving… Read more »
Freedom to live how I want to live as long as I am not harming anybody else is essential to the American dream or way of life, I just bought the CTS – Cadillac Coupe instead of the ELR ( I prefer gas compared to electric ), I intend to be single all my life for the rest of my life , I work hard for my toys and personal enjoyment , each one of us have the right to live there life exactly how they like to live it , the American way.
I agree with your point. 100%. I wasn’t saying no one should buy the car, I was questioning the mindset of the ad itself.
What does your Cadillac CTS mean? Are you bigger, better, faster, more because of it? If you didn’t have it, what then?
That attitude is what I disagree with, and one message this ad has – in my opinion – put in the foreground.
Well, if it’s a Joke, as Mr. Aubrey assures us, then it doesn’t seem like anyone is laughing. In fact, if this is satire then it was completely lost on both the author of this piece and Mr. Shenck, who both took it very seriously. Simply by knowing the work of the actor in the piece I can guess that it is satire, making fun of American greed. But far too many believe in that greed as our only way to be “superior” in the world and those are the ones who will believe the commercial. Is it “just” a… Read more »
Well said.
What Lucy said!
I’d drive one if they gave it to me, sure. No way would I ever spend $75,000 on transportation. To me, a car is just that, a way to get from here to there. I can do that in a $15,000 Smart car, and have $60,000 left over.
Would I like to own a Tesla? Yeah. Is it going to happen? No.
I got the sense that “stuff” wasn’t really the point. Instead, the ad tries to justify “stuff”, not as an end in itself, but as a reward for the hard-driven, hard-working lifestyle, which is presented not only as different, and therefore authentic, but as an end in itself.
And I can sympathize with that. Perhaps because I’m so lazy myself, I have a soft spot for the driven.
I would argue that the lifestyle isn’t presented as particularly life-affirming. He bypasses his family to get to his car. The family are no more than props in the commercial, and his life, it seems.
Nothing wrong with drive and work; I’m a big fan. Hard work amazes me, I can watch it for hours. 😉
It’s the whole ad for me. It just has a very 1950’s MadMen vibe that I feel is antiquated.
It’s. A. Joke.
The ad or the attitude?
If the ad is intended as satire, it failed.
Shawn, “There is no mention of being better human beings. No reference to the condition or quality of our lives—just the material, the physical.” That what a consumerism mad society does to people. It breeds narcissism and selfishness. We do not know how to slow down. We rush everything! Enjoying the simple pleasures of life is far more rewarding than status and luxury. The Cadillac ad reflects the white male dick-centric view of success. Success needs to reflect happiness. Happiness comes through giving and helping other people. That’s how one achieves a high quality life. If you follow the crowd,… Read more »
I agree, it’s a fear based view of success, where you can never have enough. “white male dick-centric view of success” indeed! There’s a place where the consumerist status seeking becomes madness.
I’d like to see a blending of the two. Luxury isn’t the enemy – the attitude we have toward it is.
I like to perform acts of kindness in comfortable shoes and nice clothes. Why not?
Shawn, I’m way past the “things” making me happy. I have less now then ever and am happier now then ever. It’s an ad to sell something. If it’s not a Cady, it’s furniture, appliances, food …. Nothing wrong with having cool stuff but don’t make it your life.
I’m moving from one apartment to another. I’m about 30% done and I’m realizing that I have what I need I love my stuff – the shock is that I don’t need it!