In marketing the C MAX hybrid, Ford released an ad that clearly borrows from one aired recently for Cadillac’s ELR hybrid coupe – but aims its message at an entirely different audience.
While the Cadillac ad promotes hard work, criticizing other countries for taking a month’s vacation and noting that a strong work ethic gets you “all the stuff,” the Ford ad promotes the virtue of working hard to make the world a better place.
The Ford ad stars Pasho Murray, who founded Detroit Dirt, a company “that turns waste into compost and sells it to people who want to create urban gardens,” according to Business Insider.
The two ads clearly target different audiences — Cadillac reaching out to a conservative crowd, Ford appealingto progressives.
At the close of the Cadillac ad, actor Neil McDonough says:
“It’s pretty simple. You work hard, you create your own luck, and you’ve got to believe anything is possible. As for all the stuff? That’s the upside of only taking two weeks off in August. N’est-ce pas?”
At the close of the Ford ad, Murray says:
“It’s pretty simple. You work hard, you believe that anything is possible, and you try to make the world better. You try. As for helping the city grow good, green, healthy vegetables? That’s the upside of giving a damn. N’est-ce pas?”
Murray , who has also worked for Cadillac’s parent company, General Motors, said the Ford ad wasn’t meant to be a jab at the competing automaker, according to the Huffington Post.
“I don’t think General Motors will be bothered by this at all, because they know who I am and what their heart is,” Murray told the Detroit Free Press. “They know we’re all on the same mission.”
Ford spokeswoman Sara Tatchio told the Detroit Free Press that the ad was intended to be “lighthearted.”
GM did not respond to requests for comments by the Huffington Post or the Detroit Free Press.
Watch the Cadillac ad here: Love it or hate it, Cadillac’s new ad creates big political controversy
Watch the Ford ad here:
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