DETROIT -- General Motors is breaking from its "Break Through" Cadillac campaign and dropping Led Zeppelin's song "Rock and Roll" as its soundtrack.
The move is meant to attract younger affluent buyers from foreign luxury rivals, industry sources say.
Cadillac will unveil a new campaign in a series of print ads late this month, followed by TV spots to air in mid-August, a Cadillac spokesman confirms.
The new campaign will not have a theme song. It will be more "story oriented" to build the brand's image, say dealers who have seen the storyboards. A spokesman for Cadillac would not confirm details.
Cadillac introduced the "Break Through" campaign in TV commercials during the 2002 Super Bowl.
"I was lobbying to change it months ago," says Howard Drake, co-owner of Casa Automotive Group in Sherman Oaks, Calif. Drake sells Hummer, Saab and Cadillac vehicles. "It's been four or five years now."
But Jacques Moore, owner of Moore Cadillac in Richmond, Va., saw the storyboards and says: "The kindest way to describe it is getting back to mainstream. I'm not entirely for it."
Moore concedes that Cadillac's new ad agency, Boston-based Modernista, invented the popular "Monsters" spot for Hummer. "So these guys are really sharp and very hip," he says. "They might have a point."
You may e-mail Jamie LaReau at [email protected]