The latest ad from Cadillac came out last month. It is such a good pendant to Clint Eastwood and his “It’s half time in America”, or Eminem’s Detroit love declaration – seen from the other end of the spectrum though. Blue collar vs White collar.
The end of the “bobo” attitude?
I wonder what David Brooks (who came up with the concept of “bobo”) would think about it.
Last month, roughly at the same time, David Brooks published a note on Americans’ hopes and fears, an article on the American Precariat: http://www.nytimes.com/2014/
His sources and references came out an article by Peter Beinart’s published in the National Journal “The End of American Exceptionalism” analysing the latest figures from GSS (General Social Survey), which has its finger on the pulse of American people for over 4 decades.
The study showed that American Exceptionalism is gone amongst younger generation.
50% of the over 65 believe America stands above all others as the greatest nation on the planet. And only 27% of the 18-29. The article went on to conclude that people in America are losing faith, not only in religion but mainly in politics and hard core capitalism.
What is more worrying though is that today young people are more likely to believe success is a matter of luck, not effort, than earlier generations.
Celebrating Hard-working people
This year, god did not make a hard-working farmer driving a pick-up truck, it made a hard-working dad, who treats himself to the latest electric-hybrid car.
It’s unapologetic.
You wonder where this ad was during the Super Bowl? Probably not PC enough. And judging by the reaction of my fellow advertising comrades, much too controversial.
But sometimes saying things as they are works.
Some shocked comments asked what people at Cadillac were doing with the brand.
Well, I’d say “They are doing great stuff.”
Do you ever want something middle of the road that does not offend anyone? No. It just makes for dull and lazy advertising.
I don’t deny that all this guy is saying is not 100% accurate. But this “je ne sais quoi” of a cocky attitude makes for great entertainment. “No, he did not dare say that? Did he?”.
It is the best thing I have seen for ages.
Coming from the very same country where people go on holiday for 4 weeks, the land of “laissez faire” and le “savoir vivre”, I see too many of my fellow countrymen fleeing for pastures new, where their hard-work will be rewarded by less bureaucracy, a better salary and higher rewards.
Give people a sense of reward
Whatever end of the spectrum you are coming from, what people are striving for is a sense of reward. “I’ve worked hard and I’m entitled to treat myself, without being judged or taxed”.
It is the key to fulfilment and happiness.
With a moral like this, it seems a very good car ad after all. N’est-ce pas ?