Arrogant, inspiring or even both: What to make of Cadillac’s polarizing new TV commercial?


Gods of Advertising

The new ELR. I got mine.

The loud guffaw over Cadillac’s new anthem TV commercial, which like many of you I at first hated, has prompted me to reconsider my position… or at least modify it somewhat.

Critics deemed the TVC elitist and arrogant. And it sort of is. A douche-y, type-A yuppie parades us through his McMansion on route to his new Caddly ELR in the ample driveway, all the while boasting about his just reward for busting ass in a tough world. He’s a go-getter straight out of the eighties and he makes no apologies for his material success. On the contrary, he’s damn proud of his many achievements, his car being one of them. “It’s simple,” he says. “You work hard. You make your own luck. And you’ve got to believe anything is possible.”

As I’ve indicated, many people found the commercial arrogant or at least wanting…

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