Have you seen the General Motors (GM) commercial selling the new electric 2014 Cadillac ELR? Interestingly you actually don’t know what the commercial is selling until the very end. When I started to watch it (click on this link to view) I recognized the voice of FX television show Justified bad guy Robert Quarles played by Neal McDonough. McDonough also appeared in the great film “Band of Brothers” portraying 1st Lieutenant Lynn “Buck” Compton who passed away in 2012. The commercial begins with our seeing from behind Mr. McDonough standing facing a swimming pool dressed in shorts and short-sleeved shirt in what could be a Southern California back yard. The actor starts out asking:
“Why do we work so hard? For what? For this? For stuff? Other countries that work stroll home; stop by the café and take August off. Off! Why aren’t you like that? Why aren’t we like that?“
Six quick questions and two statements set up the commercial. McDonough is then shown walking through his home pointing to his two daughters; then high-fiving one of the girls:
“Because we’re crazy hard working believers that’s why.”
“Those other countries think we’re nuts. Whatever…”
Next he’s seen walking down a hallway heading to the kitchen where he passes a newspaper off to his wife and continues his trek through his nice home.
“Were the Wright Brothers insane? Bill Gates? Les Paul? Ali? Were we nuts when we pointed to the moon? That’s right. We went up there and you know what we got? Bored. So we left. Got a car up there and left the keys in it. Do you know why? Because we’re the only ones going back up there that’s why.”
Mr. McDonough walks into an opening and then re-emerges dressed in a business suit and walks out of the house to his Cadillac ELR. He then delivers the overriding message, besides selling the ELR of course:
“But I digress. It’s pretty simple. You work hard, create your own luck and you gotta believe anything is possible.”
As for all the stuff. That’s the upside to only taking just two weeks off in August.”
One heck of a great commercial in my opinion delivering the message of the American Dream being available to anyone and more importantly owning a Cadillac ELR of course. Wikipedia defines the American Dream as, “a national ethos of the United States, a set of ideals in which freedom includes the opportunity for prosperity and success, and an upward social mobility achieved through hard work.” Sounds right.
The commercial clearly points out that you’ve got to work hard to get all the “stuff” you see from the beginning to the end of the commercial. No one is going to give it to you. Pointing out in a very quintessential American way the commercial finishes with “N’est pas?” – a French proverb meaning “there is no such thing as can’t”. Words to live by. The owner of Cadillac is GM and as everyone remembers the company went into and out of bankruptcy protection during the summer of 2009. In a way the commercial was an analogy of all that GM and countless thousands of dedicated employees accomplished – “You work hard, create your own luck and you gotta believe anything is possible.” Granted they also did it with the help of $ 50.1 billion from U.S. taxpayers….
The commercial hasn’t necessarily been greeted all that well by the some in the media as they view it as American being arrogant, but the very simple message in the ad is that if you want you can own a Cadillac as long as you work hard and do what you do well. Simple message.
This commercial follows one aired earlier this year from Cadillac called “American Garages” (click here to view). The commercial is pointing out the value of Motor Trend’s Car of the Year – the 2014 Cadillac CTS. Mr. McDonough does the voiceover for this commercial telling us:
“The Wright Brothers started in a garage. Amazon started in a garage. Hewlett-Packard and Disney both started out in garages. Mattel started in a garage. The Ramones’s started in a garage. My point? Some of the most innovating things in the world come out of American garages.”
This commercial finishes with “Ain’t garages great!” Indeed they are. I know many auto glass repair and replacement (AGRR) companies that started out in a single garage.
It has been a long time since I’ve owned a GM product (a 1985 Chevrolet Station-wagon) and I don’t have plans on buying one anytime soon, but these two commercials celebrate what America is all about and why people from across the globe continually come to our shores. The opportunity to try like hell to catch the American Dream by working hard and then anything is possible, especially owning a Cadillac. Plenty of people work hard and then haven’t accomplished what they most wanted as their own American Dream, but it’s all about the opportunity. Nothing is guaranteed.
Don’t let any company or anyone keep you from whatever may be your American Dream.
“You work hard, create your own luck and you gotta believe anything is possible.”