Cadillac’s previous effort at trying to create a commercial for their range-extending ELR resulted in an unfortunate mix of stereotypes and not enough facts about the car. Now, their second go at it is much better and more in-tune with what the car is about – it tries to explain what the ELR’s main attraction points are, instead of who should buy it.
The main protagonists of the video, which is posted after the virtual jump, are GM employees that contributed to the project, so it’s really much more insightful to hear what they have to say and how they see their baby than some poolside actor.
The ELR is a new (kind of) car and the promo campaigns should reflect that. It’s still very far off having mass appeal, but then again, so is the Chevy Volt on which it’s based and GM has still manages to sell as many as 2,000 o a good month, in the US.
By Andrei Nedelea