… and it also encourages the stereotypical workaholic lifestyle and policies of the US.
A new Cadillac ELR ad (like the not-so-great Chevy Volt ad I just wrote about) was unveiled during primetime Olympics coverage. It is pretty sharp, imho. This one aired during the opening ceremonies on NBC (presumably only in very select markets).
The ad does a great job of making the Cadillac ELR look luxurious, sexy, cool, and worth the money. Well done, GM.
Interestingly, the ad also heavily reinforces the idea that we shouldn’t get a month off from work in the summer, as those pesky Europeans do. I’ll be the first to admit that I’m a super-duper workaholic. But I’m also not a fan of our workaholic culture, nor our consumerist culture (which is the second thing the ad reinforces). So, I can’t say I’m thrilled about this ad in those respects. However, I think they are also very useful here. Let me explain…
The trouble with electric car marketing is that it often targets a very fringe segment of society. Electric cars are heavily stereotyped. Aligning the ELR with much broader stereotypical “American” concepts helps to broaden the perception and appeal of EVs. I think this ad really nailed it. Also, choosing a well known actor to typify a hard, strong, workaholic American businessman doesn’t hurt.
Overall, for this tremendous market-broadening thoughtfulness, combined with the truly hot characterization the commercial gave the ELR, I’d give this commercial a firm 4 stars out of 5… maybe even more.
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