This morning Cadillac introduced a new campaign from its new agency (Adweek 12/1013). The good news is that for the first time in a decade and a half, the product is as good or maybe better than the advertising. The new ATS and CTS are getting rave reviews from the industry pundits and there seems to be broad agreement that finally, the Cadillac product is up to the job of moving the brand into the rarified air of Tier 1 luxury where Mercedes-Benz, BMW, Lexus and Audi compete.
The Cadillac brand has been through a lot of marketing fits, starts and shifts over the last decade and a half. Messaging has been inconsistent and no real brand values established. That said, there have been some terrific ad campaigns that have gotten the brand noticed, unfortunately the product wasn’t as good as the advertising.
In the 2002 Super Bowl, Cadillac introduced its “Breakthrough” campaign (from Leo Burnett) hitting the heart of the boomer generation with Led Zeppelin:
The Breakthrough campaign really helped Cadillac get noticed again after years of being ignored by boomers who were buying Mercedes-Benzs, BMWs, Lexi and Audis.
In the mid-2000s Cadillac changed agencies (to Modernista) and produced this commercial for its “Life. Liberty. and the Pursuit” campaign:
In 2008, Cadillac introduced Kate Walsh as a spokesperson and raised a few eyebrows: