"Why do we work so hard? For what? For this? For stuff?" asks actor Neal McDonough as he gazes out over his pool in new Cadillac's TV commercial before delivering a dissertation on the American Dream.
With that, the actor begins the controversial 60-second spot Cadillac that will air both before and during ABC's broadcast of the Academy Awards this Sunday night.
The "Poolside" spot created, by ad agency Rogue, is intended to serve as a "brand provocation," according to Craig Bierley, Cadillac's advertising director. Consider it mission accomplished.
The spot for the new Cadillac ELR has provoked extreme reactions since its debut during NBC's broadcast of the Opening Ceremony of the 2014 Sochi Winter Olympics
Fans on the political right see "Poolside" as an unapologetic ode to American values. Critics on the political left see it as Ugly American chest thumping at its worst. During a time when Americans are working harder and longer for less money, others question the spot's perceived workaholic message.
Fox Business News contributor Jonathan Hoenig, a founding member of the Capitalistpig hedge fund, praised "Poolside" as a "tremendous" celebration of profit-seeking, productivity and, yes, enjoyment of material goods.
"Those are considered very declasse these days, very down. So here's a wonderful ad that actually celebrates America," Mr. Hoenig said.
But Fox Business host Neil Cavuto worried "Poolside" feeds the negative perception of the richest 1% as smug, rich bastards who are contemptuous of everyone else. It also takes chutzpah for GM, a company bailed out by American taxpayers, to preach self-reliance, Mr. Cavuto wryly noted.
Other critics have attacked the spot more bluntly. The Huffington Post declared: "Cadillac made a commercial about the American Dream -- and it's a Nightmare." Wrote Carolyn Gregoire: "The luxury car company is selling a vision of the American Dream at its worst: Work yourself into the ground, take as little time off as possible, and buy expensive sh*t (specifically, a 2014 Cadillac ELR)."
Washington Post contributor Brigid Schulte "groaned" at the sight of a "middle-aged white guy" extolling the "virtues of hard work, American style," while strolling around his fancy house, pool and $75,000 electric car.
Advertising Age interviewed Cadillac's Mr. Bierley on the strong reaction to the spot. He said the spot's been "misconstrued" by some viewers. He wanted to set the record straight. Among the misperceptions: