Cadillac shifts advertising tone #8212; to dealers' delight
Cadillac’s “The Future is Here” spot showcases the brand’s motorsports …
After the unexpected resignation of its marketing chief, Cadillac is shifting its advertising to be more upbeat and culturally relevant as it prepares to launch the XT4 compact crossover and a new design language.
Three ads, including two that preview the new vehicle, were released last week ahead of a scheduled airing Sunday, March 4, during the Academy Awards broadcast. The ads feature fast-paced imagery, popular songs and fewer New York street scenes than ads under the “Dare Greatly” banner, addressing a persistent criticism from dealers and industry experts.
“We’re very much trying to evolve what ‘Dare Greatly’ means and have it feel a bit more optimistic,” Cadillac Director of Marketing Renee Rauchut told Automotive News.
it’s Super Cruise …
The spots were filmed primarily in January, weeks after the departure of former Chief Marketing Officer Uwe Ellinghaus, who is believed to have been a main driver of the company’s headquarters move from Detroit to New York in 2015 and its marketing forays into the art and fashion worlds. Cadillac spokesman Andrew Lipman said Ellinghaus’ successor could be announced “soon.”
The change in messaging is music to Cadillac dealers’ ears, according to Will Churchill, Cadillac National Dealer Council chairman. He said dealers who previewed the ads last month applauded them for the first time in several years.
“What the council liked was the fact that Cadillac went out and procured really good music that put some more emotion in it,” he said, adding there was a “promise” this type of messaging would continue. “It wasn’t just cars in New York … We were super jazzed about it. They are socially relevant.”
Featured songs include “Fire” by Barns Courtney; Portugal. The Man’s “Feel It Still”; and “Uptown Funk” by Mark Ronson featuring Bruno Mars. “Feel It Still” and “Uptown Funk” were included in the ads without any voiceover narrative.
and Book by Cadillac.
Rauchut said the spots were inspired by the idea of reassuring people who are “overwhelmed with the reality of our future.” She said her team wanted to showcase Cadillac’s fun-to-drive vehicles and futuristic technology.
“I wanted to tap more into the kind of human nature and fun and enthusiasm,” she said. “That was important for us to get across. We are not just a luxury brand, we’re fun to drive.”
A 60-second anthem spot, “The Future is Here,” showcases a full range of brand elements, including the Super Cruise hands-free highway driving system, Cadillac’s motorsports program and Book by Cadillac monthly vehicle subscription service. It also prominently features the coming XT4, Escalade SUV, ATS-V performance sedan and CT6 with Super Cruise.
This is the fifth and final year of a deal for Cadillac to be the official automotive partner of the Oscars. Rauchut said the sponsorship “has been paying off well,” but no decision has been made on whether to renew.