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    Cadillac Readies A New Ad Campaign


    William Maley

    Staff Writer - CheersandGears.com

    September 5, 2013

    Cadillac is readying a new ad campaign for the fall that will portray the brand in a new light. AdAge reports that the new campaign will focus on American values, such as anyone can create their own destiny. The main theme of the campaign is "Work Hard. Be Lucky."

    This is a complete U-Turn from Cadillac's previous ad campaigns which featured the ATS attacking some of the famous roads around the world and Kate Walsh talking about certain models. As AdAge points out, Cadillac's recent campaigns haven't had a coherent theme.

    Cadillac is keeping quiet on whether the "Work Hard. Be Lucky" will be the tagline or not.

    "It could very easily end up being a line of copy along with other lines; we don't really know yet. It's an open question as to how dramatically it will be featured," said Cadillac Spokesman David Caldwell.

    We'll find out in a few weeks as the campaign begins to slowly roll out.

    Source: AdAge

    William Maley is a staff writer for Cheers & Gears. He can be reached at william.maley@cheersandgears.com or you can follow him on twitter at @realmudmonster.

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    EXCITEMENT!!! I am glad they are looking to have a coherent marketing message. Be interesting to see what comes out of this effort.

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    I as many other hate this message as luck should have nothing to do with Cadillac.

    A Cadillac V series in front of a Trailer of a lottery winner is luck.

    They could do so much better.

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    Every year there is a new slogan, I guess the "standard of the world" of no more. I think they just come up with lines based on what they think might create some sales in the next 6 months. They never think of a slogan that they can use for 20-30 years. BMW has been "ultimate driving machine" for 30 years, consistency is good, people know what BMW stands for. "Be Lucky" sounds like a sign outside of a cheesy casino.

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    "Work Hard. Be Lucky." sounds like something I read in a fortune cookie.

    Dear Cadillac: Try Harder. Don't Sucky.

    Edited by Señor Ding Dong
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    The Standard of the World is fine. Still, this has to play globally and the tagline about luck probably plays better in China than the Standard of the World does.

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    Every year there is a new slogan, I guess the "standard of the world" of no more. I think they just come up with lines based on what they think might create some sales in the next 6 months. They never think of a slogan that they can use for 20-30 years. BMW has been "ultimate driving machine" for 30 years, consistency is good, people know what BMW stands for. "Be Lucky" sounds like a sign outside of a cheesy casino.

    love those upcoming front drive 3 cylinder ultimate driving machines!

    BREAK THROUGH with the 03 or 04 CTS and led zepellin, awesome ad campaign.....

    Me thinks I would love to find an 06 or 07 CTS 3.6 manual to play with! The old style........ that was the best....

    should the new flagship sedan on Omega be the LTS name or should it go back to STS? or DTS even?

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    Omega sedan should be Fleetwood, Omega coupe should be Eldorado. CTS renamed to Seville, ATS renamed to LaSalle. Escalade keeps its name, and I am sure they can find some French names for the future crossovers. XTS could be renamed Calais so that people don't associate it with the Deville.

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    There was a Cadillac Calais in the late 60s, early 70s. I don't like the name, but they don't have a lot of names in the arsenal that are any good besides Eldorado and Fleetwood.

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