ELR 'Poolside' spot is refreshing

To the Editor:

I have seen the Cadillac ELR "Poolside" commercial and read the March 2 story about it ("Cadillac clears the air on 'Poolside,'" autonews.com).

Successful brands are meaningful, different and salient, and their advertising should be, too. The ELR commercial hits on all three, in my opinion. The discussion of late is on what meaning is being conveyed. For some, it's work equals reward; for others, it's toys at all cost.

But what's particularly refreshing is how the spot stands out by not overloading the viewer with technology cliches despite the ELR's technology focus. See any "futuristic" cues (smartphones, flat TVs, iPads, robots, etc.)? In contrast, there are board games; he's carrying a newpaper; the house is wood and brick.

And look at the real people interacting live: high-five to the kids, handoff to the spouse. That suggests the ELR is aspirational, as any luxury brand should be, but not limited to those addicted to technology. Or maybe it's for those who are very selective in their technology choices.

Of course, the proof is in the pudding based on the extent to which the spot can generate in-market demand, and Cadillac can convert that demand into sales (i.e., whether the product and sales experience can deliver on the commercial's promises).


Vice President, Transporation

Millward Brown Digital