This Lady Wants You To Know That There’s More Than One Way To Work Hard In America

Lori White Curator:

You know how car commercials are all "Look at your life! Look at your choices, American!”? I always wanna yell back: "Why do you care? You're a car!”

Well, this ad made me want to yell something different. And maybe do a little celebratory fist pump, too.

Commercials gotta do their commercial thing, but if they use their HUGE platform to lift up the great work of some great Americans like the gal above, color me intrigued.

The woman in this commercial is Pashon Murray and she’s a real person doing real work in Detroit with Detroit Dirt. They make compost for farms so Detroit can make itself an even happier place for people to live. Cities can be complicated organisms, and they require creative awesomeness like Ms. Murray's, so here's to her. And here’s to brands interested in the life and choices of some really cool people. If cars care about that, I *might* be OK with it.

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Pashon Murray: 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 because we're crazy entrepreneurs trying to make the world better.

Some people might think we're nuts. Whatever. Me, I collect food scraps from restaurants, manure from zoos. Manure. Do you know why? To keep that stuff out of landfills and use it to make good, rich dirt. That's why. Yeah, look, 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 the city grow good, green, healthy vegetables, that's the upside of giving a damn. N'est-ce pas?

There may be small errors in this transcript.

I found out about this ad on Adweek. This whole thing started when Cadillac aired this commercial (featuring actor Neal McDonough, who I remember from his roles as the pompous bad guys in "Justified" and "Timeline") during the Super Bowl in 2014. It was a polarizing and occasionally laughable take on the American Dream and What Hard Work Is, and it made some folks mad.

So Ford decided to respond. Ford's agency, Team Detroit, chose to paint a more real and down to earth (literally!) picture of Ye Olde American Dream. They found an actual satisfactual real person, not an actor, to star in this commercial response to Cadillac’s ad. That person is Pashon Murray, and her company is Detroit Dirt. Get into it in real life!

Apr 23, 2014

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