The late change Cadillac's CMO made to an America-loving ad

03/6/2014 | Automotive News

Cadillac's "Poolside" ad shows a wealthy man talking about Americans working harder and longer than those in other countries, drawing fire from some corners as being overly materialistic. Cadillac Chief Marketing Officer Uwe Ellinghaus said the spot generated the buzz Cadillac wanted, but added that he made a late tweak to the ad -- making the featured car a hybrid -- to make it "more socially palatable." Ellinghaus said he supports the commercial, but it "is something that I'd never, ever use to build the brand globally."

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