Standing in front of a luxury pool, a hyper-masculine American working man asks, “Why do we work so hard? For this? For stuff?”
For one minute and two seconds, a new Cadillac commercial that debuted in primetime during the Sochi Olympics attempts to answer that question. The advertisement is jarring and brash, mocking workers in other countries who take a month off in the summer and crediting Americans’ success to being “crazy driven hard-working believers.”
“You work hard, create your own luck, and you gotta believe anything is possible,” the ad’s star says as he powers up his Cadillac ELR, a sleek vehicle that comes with a $75,000 price tag.
“As for all the stuff? That’s the upside of only taking two weeks off in August.”The advertisement for the newest addition to Cadillac’s opulent fleet encourages Americans to continue worshipping at the altar of work and stuff because, well, it’s worth it. That tingly feeling when you power up your expensive car or jiggle the handle of your mammoth McMansion is what really matters. Any sacrifices made in terms of spiritual vitality, the wellbeing of one’s family, or personal health are little more than collateral damage.