A scene from a Cadillac ad that ran on the Oscars promoting the new CT6 sedan.

Cadillac is “unequivocally condemn(ing)” an ad placed by a casting agency seeking people who identify themselves as “neo-Nazi” or “alt-right” after the search drew widespread condemnation on social media.

After word began to spread, the casting agency removed the neo-Nazi reference, but the revised version said the agency was looking for “any and all real alt-right thinkers/believers.” Ironically, the casting call was reportedly meant to draw a wide mix of people from “all walks of life in America,” the agency explained, noting they would be shown “standing together as a union.”

“Cadillac did not authorize or approve a casting notice for an ‘alt-right’ role in a commercial,” the General Motors luxury brand said in a statement after it was contacted by TheDetroitBureau.com. “We unequivocally condemn the notice and are seeking immediate answers from our creative agency, production company and any casting companies involved.”

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According to a report on the Reuters news service, the Cast Station, the agency responsible, has acknowledged it made a mistake and that it has fired the person responsible for the casting call, an unidentified woman employee.

“The notice was drafted by an employee, who was immediately terminated for her actions,” the casting agency said in a statement quoted by Reuters. “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.”

Cadillac meant to highlight unity with the ad, according to the original plan.

It is unclear whether production of the ad will still go ahead. The commercial was meant to feature a broad array of Americans, including an Olympian, a member of the military and a taxi driver, all supposed to discuss how much they love their vehicles.

“This is not meant to be offensive in any way,” the original talent posting declared, “Just a representation of all sides.”

Even without reference to neo-Nazis, the inclusion of “real alt-right thinkers” was bound to generate controversy, especially in the wake of the recent presidential election in which a number of extremist groups expressed their support for the then-GOP candidate Donald Trump. While many among the alt-right community insist they simply oppose the established political order, critics contend the alt-right serves as an umbrella for anti-Semites, racists and white supremacists, as well as neo-Nazis.

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This is by no means the first time the advertising industry has taken heat for casting decisions, though in most recent instances, the controversy has been generated by those who opposed a different approach to diversity. General Mills came under fire a year ago for a spot for Cheerios that featured a biracial couple. The company continued to air the spot.

Separately, a number of advertisers have, in the wake of the election, pulled their ads from alt-right media outlets, one major online ad service cutting ties with the Breitbart website that was closely linked to the Trump campaign.

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