|Not Your Grandfather's Cadillac
By: Len Kornblau
Cadillac ads were once all about luxury.
And rarely seen outside telecasts of The Masters Golf Classic.
Now, the ads are about attitude and are showing up on The Oscars and other high-profile events as well.
The ads feature actor Neal McDonough, from shows like Band of Brothers, and the Season 3 bad guy from Justified. Not exactly the connection you would expect from Cadillac, but certainly an interesting change.
The ads don’t focus on innovations for safety and comfort. Imports have taken that unique selling proposition away from Cadillac.
The folks at GM now realize their brand is not what it used to be and imports have established top-of-mind awareness for engineering and style as well as comfort. Caddie is no longer king.
Hence, the change in attitude. It’s a shift from the graduating-from-Buick syndrome. It’s time to be competitive with Mercedes Benz and BMW.
Neil McDonough presents the right attitude. Will the dealers step up and close the sale?
Len Kornblau (@ProfessorAdwiz on Twitter) is an advertising and marketing pro who has taught at universities and excelled at field marketing and account service.
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