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If you happened to be watching the Rose Bowl on New Year’s Day, you may have seen Cadillac’s new campaign, its first from new agency Fallon. The new campaign is the first for Cadillac under the aegis of Joel Ewanick who gave the business to Fallon shortly after his arrival last year. The campaign seeks to clearly position the brand by “taking hold of red blooded luxury” according to Don Butler, VP Marketing, Cadillac. Mr. Butler went on to define red blooded luxury as “dramatic, passionate, glamorous, daring, a whole new approach to the luxury category.”
Here’s the introductory commercial:
Strategically, I think this work is smart. I like the idea of setting up the other Tier 1 luxury marques as “blue-blooded” (cold, aloof, distant, rational) and juxtaposing Cadillac’s “red blooded luxury” (passionate, glamorous, dramatic, daring). (more…)
