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NINETY EIGHT REGENCY

Cadillac begins ‘Mark of Leadership' TV campaign

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Cadillac begins ‘Mark of Leadership' TV campaign

Chrissie Thompson

Automotive News -- May 10, 2010 - 4:24 pm ET

DETROIT -- Cadillac's new TV commercials launch today, using a “Mark of Leadership” tagline and letting music and text do the talking about the brands' features.

“There's no voiceover at all,” said Don Butler, U.S. marketing vice president for Cadillac. “The tone of voice that it has is the music itself.”

The commercials introduce the tagline that Cadillac developed with BBH (Bartle Bogle Hegarty), the ad agency it selected in January after sustaining four straight annual U.S. sales losses. Modernista last year ended its three-year relationship with the brand when it declined to defend its Cadillac account in a review.

The three commercials -- for the SRX crossover, CTS sedan and CTS-V performance sedan -- focus on product elements, Butler said. For instance, the SRX commercial highlights the crossover's available touch-screen navigation system, extra-long sunroof and headlamps that pivot to match the steering wheel angle and vehicle speed.

The commercials will lend youthfulness and energy to Cadillac's image, Butler said.

WATCH THE ADS

The 2010 Cadillac CTS-V ( already posted on C and G)

The 2010 Cadillac SRX Crossover( already posted on C and G)

The 2010 Cadillac CTS Sport Sedan( already posted on C and G)

Butler took over marketing for Cadillac in March, returning to General Motors Co. after leaving in September. He assumed the marketing side of former Cadillac General Manager Bryan Nesbitt's job as part of a companywide sales and marketing reorganization. Nesbitt, appointed in July by former Vice Chairman Bob Lutz, returned to GM's design department.

GM has positioned Cadillac to compete with German luxury brands, leaving Buick to chase Asian brands. Last year, Cadillac's U.S. sales totaled about 109,000, compared with nearly 200,000 for both BMW and Mercedes-Benz

Read more: http://www.autonews.com/apps/pbcs.dll/article?AID=/20100510/RETAIL03/100519988/1260#ixzz0nZ5nruJo

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67impss    89

"The three commercials -- for the SRX crossover, CTS sedan and CTS-V performance sedan -- focus on product elements, Butler said. For instance, the SRX commercial highlights the crossover's available touch-screen navigation system, extra-long sunroof and headlamps that pivot to match the steering wheel angle and vehicle speed."

Speaking of sun roofs has anyone else noticed that Ford has trademarked the term "Vista Roof" used on the Edge. That was used by Olds & Buick though Buick called their's a sport roof on the Sport Wagon thin Vista Roof on the Roadmaster. I didn't think GM was going to let any Olds trademarks lapse, this is a mistake and should be addressed IMHO.

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