Getting to the Bitter Root of Consumer Mentality

Author: Jennifer Schell  •  Date: April 1, 2014  •  Appears in: Community, Farmers, News

Getting to the Bitter Root of Consumer Mentality

Cadillac’s new ad campaign gets a lovely slap from Ford through a spin on their attempt to celebrate their new electric hybrid “earth friendly” car by grossly portraying the American ethic of materialism.   In the television ad, actor Neal McDonough is featured overlooking his large swimming pool (not smart to promote during the US water crisis) and strolling around his fancy mansion with a smug look on his face explaining the genius of his work ethic: “Why do we work so hard? For this? For stuff? Other countries, they work, they stroll home, they stop by the café. They take August off. Off. Why aren’t we like that?  Because we’re crazy, hard working believers, that’s why. These other countries think we’re insane. Whatever.”  Cadillac is blatantly promoting elitism and greed through a twisted attempt and making consumers feel that if they buy this new healthy car that they are somehow giving back to the world.


We love Ford’s version of the ad in their new campaign celebrating their new electric car. Starring in the ad is Pashon Murray, the founder of compost company, Detroit Dirt. She is featured standing beside a ditch, walking through a greenhouse and her apartment, sharing her take on American values., “Why do I work so hard? For what? For this? For dirt? Other countries, they work, they stroll to the market and buy locally grown food. Locally. Why aren’t we like that? Well more and more of us are like that.”  Yes!  She collects food scraps from local restaurants and manure from the local zoo to build her composting business.  She concludes her important message focusing on sustainability standing beside her C-Max Energie electric hybrid Ford car saying, “It’s pretty simple. You work hard. You believe that anything is possible. And you try to make the world better. You try. As for helping a city grow good clean healthy vegetables, that’s the upside of giving a damn. N’est ce pas?”  

Jennifer Schell


Jennifer Schell is a respected columnist and editor of B.C. Food & Wine Trails Magazine. She is the author of current bestselling cookbook, The Butcher, The Baker, The Wine & Cheese Maker – An Okanagan Cookbook, winner of that Gourmand World Cookbook Award for Best Local Cuisine Book, Canada and shortlisted to win Best in the World. Born and raised on an apple orchard in East Kelowna, Jennifer is a passionate supporter of BC’s vibrant farming, food and wine industry and has provided a creative lens inside the Valley’s magical landscape and its people.
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