Advertisers Pitching to Americans Yearning to Feel Confident Again

by Jim Geraghty

Beyond the Russia and Alan Grayson news in today’s Morning Jolt . . . 

Advertisers Pitching to Americans Yearning to Feel Confident Again

Take a look at three of the biggest, most-discussed television ads of the past year or so.

First, Ram Trucks’ “God Made a Farmer” ad from the Super Bowl last year:

Then the Coke ad from the Super Bowl this year:

I know there were some folks who watched the Coke ad and perceived the message, “America isn’t just for English-speakers! Embrace the polyglot, you ethnocentric hicks!” But it’s just as easy, or easier, to look at the ad and see the message that all across the globe, in every tongue, people find America, and its freedoms, cultures, and traditions beautiful.

Then the latest ad to make a splash, no pun intended, is Cadillac’s “Poolside”:

Ad Age summarizes the reaction:

“Why do we work so hard? For what? For this? For stuff?” asks actor Neal McDonough as he gazes out over his pool in new Cadillac’s TV commercial before delivering a dissertation on the American Dream.

With that, the actor begins the controversial 60-second spot Cadillac that will air both before and during ABC’s broadcast of the Academy Awards this Sunday night.

The “Poolside” spot created, by ad agency Rogue, is intended to serve as a “brand provocation,” according to Craig Bierley, Cadillac’s advertising director. Consider it mission accomplished.

Fox Business News contributor Jonathan Hoenig, a founding member of the Capitalistpig hedge fund, praised “Poolside” as a “tremendous” celebration of profit-seeking, productivity and, yes, enjoyment of material goods.

“Those are considered very declasse these days, very down. So here’s a wonderful ad that actually celebrates America,” Mr. Hoenig said.

But Fox Business host Neil Cavuto worried “Poolside” feeds the negative perception of the richest 1% as smug, rich bastards who are contemptuous of everyone else. It also takes chutzpah for GM, a company bailed out by American taxpayers, to preach self-reliance, Mr. Cavuto wryly noted.

What’s the theme tying together all three of these?

Americans desperately want to feel good about their country again.

The farmer in the Ram Trucks ad is what we think we once were, and want to still be: hard-working, reliable, honest, filled with determination and integrity. The Coke ad actually begins with a cowboy who would fit in the Ram Truck ad, but moves on to break-dancing kids, a family visiting the Grand Canyon, a big (Hispanic?) family settling in for dinner, folks wobbling at a roller rink and laughing at themselves. That ad shows that we’re warm and welcoming, close to our families, spending quality time with our kids who aren’t sitting in front of a video-game console or staring at the screen of their phone.

And then Neal McDunough — “Hey, it’s that guy from Band of Brothers and Captain America!” — comes along and stabs a needle of adrenaline and confidence into our heart. He chuckles about other countries sitting at cafes and taking August off. He walks past his kids, who are doing their homework, with one appearing to be working on a model of DNA. He explains that “we’re crazy, driven, hard-working believers,” and high-fives his younger child, who obviously has already absorbed this cheerful, confident philosophy. He’s got a gorgeous house with a pool, happy, bright kids, a good-looking wife who reads the Wall Street Journal after he does, and he looks good in a suit. He’s got spring in his step. The world is his oyster, and he says it’s America’s oyster, too, because “you work hard, you create your own luck, and you’ve got to believe anything is possible.”

We want to be that guy. Or we want to believe we could be that guy if we tried. Or perhaps put even clearer, we want to believe we have the opportunity to be that guy, whether or not we actually want to pursue that life, that house, that lifestyle, and drive that car.

UPDATE: A reader reminds me that Mike Rowe’s ad for Walmart fits in this theme as well:

Most companies test their ads extensively with focus groups. The folks in those focus groups must be bursting at the seams for a message that America can be great again. Are the potential 2016 contenders hearing this?

The Campaign Spot

Election-driven news and views . . . by Jim Geraghty.