What is American luxury these days? Cadillac teams with an old collaborator, Lance Jensen, as it tries to answer that question creatively in its first work from Rogue, the Interpublic Group team of Hill Holliday and Lowe Campbell Ewald.
Two new spots for the CTS sedan suggest it’s more attainable than ever—and certainly just as patriotic. “You can’t out-German the Germans or out-Japanese the Japanese,” said Jensen, the Hill Holliday chief creative officer who shepherded Cadillac at now-defunct Modernista between 2006 and 2009. “American ingenuity, American spirit, American attitude—it all plays into our idea of the Cadillac brand.”
The CTS spots celebrate that attitude explicitly. One looks back at famous American businesses that began in garages; the other features an old NASA recording as it talks about shooting for the moon. It’s the beginning of a more evocative, emotional pitch for Cadillac.
“The brand is growing, and most of it is product-driven,” said client spokesman David Caldwell. “We’re trying to take that and not just be declarative about it. We want to connect to the more emotional, personality-driven characteristics we know are in the brand. It’s putting the two together.”
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