MONTREAL – There’s an electric-car commercial showdown happening between General Motors Company (GM) and Ford that features two ads that some claim exemplify the growing American class divide.
It all began with a commercial for the CLR – a luxury plug-in hybrid Cadillac.
Starring in the ad is actor Neal McDonough, best known for his work in Band of Brothers, Boomtown and Desperate Housewives. He is featured standing beside his huge backyard pool and walking through his enormous mansion, musing on American values.
“Other countries, they work. They stroll home. They stop by the cafe. They take August off. Off. Why aren’t you like that? Why aren’t we like that?” he asks. “Because we’re crazy-driven, hard-working believers, that’s why.”
At the end of the ad, McDonough asks: “As for all the stuff? That’s the upside of only taking two weeks off in August. N’est–ce pas?”
As many commentators noted, as the price of the car starts at $75,000, that’s quite an upside.
Ford’s agency, Team Detroit, shot the ad for the Ford C-MAX hybrid.
Starring in the ad is Pashon Murray, the founder of compost company, Detroit Dirt. She is featured standing beside a ditch, walking through a greenhouse, a local cafe and her apartment, musing on her take on American values.
“Other countries, they work. They stroll to the market and buy locally grown food. Locally. Why aren’t we like that? Well, more and more of us are like that. Because we’re crazy entrepreneurs trying to make the world better.”
Speaking to the Detroit Free Press, Murray said that she thought was chosen to be in the ad because the work she does reflects the ethos of the car.
“The C-MAX is sending a message about where we’re going in the future and caring about conserving resources,” she said. “This is a movement about changing Detroit and practising sustainability.”
At the end of the ad, Murray asks: “As for helping the city grow good green, healthy vegetables, that’s the upside of giving a damn. N’est–ce pas?” The Ford C-MAX hybrid starts at $25,170.
Do you think that Ford goes too far with its parody ad or is it an effective and fun way to play off the Cadillac commercial? Let us know in the comments.
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