GENEVA -- Cadillac's "Poolside" commercial, featuring a middle-aged rich guy bragging about America's work-hard ethos, has generated mixed sentiments -- for Cadillac's own marketing chief.
Uwe Ellinghaus says he's not surprised by the strong response to the spot, which first aired during last month's Winter Olympics and again during the Oscars broadcast on Sunday. Critics say it celebrates a workaholic, materialistic culture; supporters call it a nod to American capitalism.
Mr. Ellinghaus, who took over as Cadillac's global chief marketing officer in January -- after the commercial already was in the works -- said early research suggested "we would break through the clutter and generate a hell of a lot of buzz. Mission accomplished."