If you only take 2 weeks off.

March 11, 2014 | 0 Comments | Advertising, Creative

The ad doesn’t say this explicitly, but when McDonough tells us that “You work hard, you create your own luck, and you gotta believe anything is possible,” he does so while pulling the Cadillac ELR’s plug out of the car’s socket and preparing to drive it. That Cadillac is selling its luxury hybrid cars as an example of vigorous American innovative drive, and a reward for that devotion to work, rather than pitching it as a socially responsible thing you do for the earth rather than for yourself actually strikes me as proof of how far these vehicles have come in the public imagination. Seeing environmentally beneficial scientific advancements as awesome and consumptively desirable rather than as effete seems like real progress.