Brand Provocation

Cadillac ELR – 2014

“Poolside”

Strategy:

Chrysler wanted a commercial to get peoples’ attention off their smartphones for a minute and think about Cadillac’s extended-range electric ELR. The ad, created by ad agency Rogue, is intended to be “brand provocation,” said Craig Bierley, Cadillac’s advertising director (McCarthy, 2014). The spot has gotten a lot of criticism for being too “elite” and pro-American since it debuted during the Olympic Opening Ceremonies. But, it is getting notice. It has made people stop and think.

Plot:

An unabashed “has-it-all” stereotype speaks the benefits of American hard work and the luxuries we enjoy because of it.

Positioning Statement:

Indulge. You’ve Earned It.

References

McCarthy, M. (2014, March 1). Cadillac Clears Up ‘Misconceptions’ About Contentious ‘Poolside’ Ad. Retrieved March 24, 2014, from Ad Age: http://adage.com/article/news/cadillac-clears-misconceptions-poolside-ad/291925/

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Published on: May 3, 2014

Filled Under: Digital Storytelling

Views: 658

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