This won’t be remembered as the Cadillac of PR moves.
The luxury car brand is distancing itself from a commercial casting call saying the company was “Looking for any and all REAL Alt-Right
The casting call noted that the spot would film this month and said:
This is a beautifully artistic spot that is capturing all walks of life of America. Standing together as a union. This is not meant to be offensive in
anyway. Just a representation of all sides. Thank you.
published the image of the casting call, which quickly made the rounds in social media, sparking heavy criticism:
Keep your cool in a crisis with these tips
Cadillac quickly denied any responsibility for the casting call. The company’s explanation came via Facebook:
The fault appears to lie with The Cast Station, the service that put out the audition notice.
The Cast Station issued the following mea culpa on
Facebook and said it had fired the staff member involved:
A casting notice for an 'alt-right' role in a Cadillac commercial was issued by mistake on Friday, Dec 9th. The notice was drafted by an employee, who was
immediately terminated for her actions. Additionally an outside third party further altered the breakdown without our knowledge and posted it on social
media. Cadillac unequivocally did not authorize this notice or anything like it, and we apologize to Cadillac for the ex-employee's actions.
Despite Cadillac’s innocence in this misstep, it appears the PR damage is done.
The company responded quickly and followed good crisis management protocol, but with such a highly charged issue—and the nation’s current political
climate—certain consumers might forevermore link Cadillac with divisiveness.
What advice would you give the carmaker, PR Daily readers?