Cadillac ventures into the territory of abs-crunchers and investment gurus on Tuesday, Aug. 24, with a 30-minute infomercial for the Seville STS.
The infomercial, 'The Challenge of Change,' was produced by agency Draft Worldwide, a Chicago agency.
The Mercedes-Benz E430, Lexus LS 400 and BMW 540i are mentioned repeatedly by name - and are shown briefly on screen - as Cadillac personnel describe the challenge of building a competitive car.
The infomercial will air on several cable channels, said Nancy Leibig, marketing director at Draft.
It urges consumers to call an 800 number for print materials and 'special offers.' Leibig said response will determine the length of the campaign.
It is initially slated to run three to four months, according to Steve Rosenblum, Seville brand manager.
The infomercial will use 'a relatively small' portion of Cadillac's ad budget, he said. Cadillac spent $46 million on the Seville in measured media in 1998, according to Competitive Media Reporting.
Seville sales are trailing last year's. Through July, Cadillac sold 17,829 Sevilles, down 19.1 percent from 1998.
Cadillac executives felt they needed the longer format to describe technical features on the STS, said Doris Ferraro, Cadillac's account director at Draft.
'There's not enough time to explain all of it in a 30-second spot,' she said.
The informerical 'is an interesting approach, but I don't know that it gets to the right audience,' said Jeffrey Schuster, manager of forecasting and product planning at J.D. Power and Associates. 'Is a Cadillac buyer or an import buyer going to sit there for a half-hour and watch an infomercial?'