I got there via "Cadillac Ad Tries to Bridge Nation’s Chasm, Without Falling In," by James B. Stewart (in the NYT), who compares this ad to Audi's Super Bowl ad (which we talked about here). Stewart writes:
Uwe Ellinghaus, chief marketing officer of Global Cadillac, said, “We can have a point of view without adding fuel to any controversial political debate."... [But] “I didn’t see how we could shy away from the division in the country,” he said. “We didn’t want to enter the political debate. We wanted to transcend it.”
Perhaps it took two non-Americans — Mr. Sadoun is French, Mr. Ellinghaus is German — to suggest that by acknowledging the divide, an ad campaign might actually help heal it. After all, America had been divided before in its history — at times far more than now. (Hence the image of a civil rights demonstration.) The nation had overcome the divisions, moved forward and prospered, the American dream intact.
For many years (though not in recent decades), the Cadillac brand embodied that dream. Perhaps Cadillac’s ad could remind Americans of the nation’s resilience and inherent optimism, and “celebrate what America is capable of,” Mr. Ellinghaus said....
“Cadillac realizes that it needs to connect with buyers emotionally,” Ms. Sewell said. “That’s never been more true than now in the luxury space.” In the ad, Cadillac is identified with “unity, optimism, courage — the great American values,” she said. “I think dealers and customers, too, are hungry to hear something positive like this.”