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Cadillac ad boss is happy controversial Poolside TV ad created debate

Remember Cadillac's controversial commercial for it ELR plug-in hybrid? Did you find it provocative? If so, that's a good thing according to the brand's advertising director, Craig Bierley. First aired during NBC's coverage of the Olympic opening ceremony, the minute-long spot returned to the tele again this weekend, bookending the Academy Awards on ABC. Titled Poolside, the bit was meant as "brand provocation" and whether you enjoyed it or not – sentiment is said to run 3:1 on the pro side – we can probably all agree it fulfilled its role as such. If you were one of those who felt the ad erred on the side of nationalistic consumerism (or what have you), your anger might be somewhat assuaged after reading this article from Advertising Age in which Bierley addresses most of what he believes are misconceptions about the message. For one, the spot isn't aimed at the One Percent, just those who make $200,000 a year. Or, as Craig Bierley, Cadillac's advertising director, calls them, "people who haven't been given anything." Bierley told Advertising Age that the spot doesn't celebrate workaholicsm, instead, "We're not making a statement saying, 'We want people to work hard.' What we're saying is that hard work has its payoffs.'" While our commentors seemed mostly to enjoy discussing the value proposition that is (or is not, depending on your point of view) the Cadillac ELR, the majority appeared to enjoy the commercial. If you were one of those offended, however, let us know if your opinion has changed upon reading Cadillac's defense. If you don't remember what all the fuss was about, scroll below to take another dip in Poolside.

Super Cruise’s failsafes

Even though Super Cruise is not a fully autonomous system, it incorporates redundancies like those used in aircraft to ensure failsafe operation. Before taking off on a 700-mile, 11-hour test drive of the system — and putting my life in its hands without my hands on the wheel — I sat down with Daryl Wilson, lead development engineer for Super Cruise, to get a deep dive into the system and its critical safety backups. Autoblog: First, what makes Super Cruise different from similar systems? Wilson: The key differentiator for Super Cruise is hand-free driving. It's an industry first in that respect. Our competitors require the driver at minimum to place their hands on the wheel with some frequency to ensure that the car knows that the driver is there. We don't. Two key technologies allow us to do this. One is our Driver Attention System, which is our methodology for making sure the driver is engaged with the vehicle and engaged with the road. This is a driver assist system, not a fully autonomous system. So it requires driver engagement. We use an infrared camera that constantly monitors the driver's face to determine the direction they're looking. We're looking for the driver to be what we call on-road — not on the center stack, not to left or right or down. That's all done by the tracking of the face. We also track that the eyes are open. It's infrared because at night you need to illuminate the face and you can't be shining a light into the driver's face. Then we have our lidar mapping that provides a foundation for control and redundancy to ensure safe performance. Autoblog: How does the mapping act as a redundant feature? Wilson: This system is only for use on divided, controlled access highways. What I mean by a divided highway is something more than a painted line between you and oncoming traffic. Whether that's a grassy area in between the lanes or a concrete barrier, anything that separates you from oncoming traffic. That's the divided highway part. The controlled access part is entrance ramps and exit ramps. Not with roads that cross at grade, with traffic crossing at the same level. To do that we geofenced these roads to ensure that operation is only allowed in these conditions. We don't just recommend you use it there; we ensure that you only use it there.

Cadillac Escalade gets $5,000 discount to ward off Lincoln Navigator

General Motors apparently isn't going to let early good reception for the redesigned Lincoln Navigator steal thunder from its own luxury SUV without a fight. It's offering a $5,000 discount on the purchase or lease of the Cadillac Escalade this month to any buyer who trades in a 1999 or newer Lincoln model, Bloomberg reports. GM spokesman Jim Cain told Bloomberg the incentive is being offered to keep prices competitive for the Escalade. The 2018 Navigator starts at $72,055, compared to $73,995 for the Escalade, but the outgoing version of the Navigator is selling for an average of around $53,000, compared with more than $80,000 on average for the Escalade, he said. The Escalade was the top-selling domestic luxury SUV in October and No. 4 in the segment, according to Motor Intelligence. It far outsold the Navigator, which last saw a refresh in 2015 and a full redesign in 2007. But Ford is hoping to gain back some ground with the new Navigator and updated Expedition, which also trails the Chevrolet Tahoe and Chevy Suburban in its segment. Bloomberg notes that one Morgan Stanley analyst estimates that GM owns a $2 billion annual pretax profit edge in the lucrative luxury sport utility segment. Our recent First Drive review called the new Navigator "far superior to its primary competitor, the Cadillac Escalade."Related Video: