DETROIT -- General Motors will air 30-second commercials from its new Cadillac TV campaign starting tonight. For the first time in four years, Cadillac commercials will not feature Led Zeppelin's music or the voice-over work of actor Gary Sinise.
The two commercials that will air are "Crest" and "Heart." Both use different music, and "Crest" has no voice-overs. One of the commercials will air on ABC after 8 p.m. EDT and 11 p.m. EDT. Another will run on the Fox network on the show "Hell's Kitchen" between 8 and 9 p.m. EDT
Throughout the week, the commercials will air during "Grey's Anatomy," "Prime Time," "Cold Case," "60 Minutes," "Rock Star 2," "CSI," "Without a Trace" and "48 Hours," among other shows.
"Heart" is about the supercharged Northstar engine that GM uses only in the Cadillac STS-V and XLR-V. The engines are built by hand in GM's Wixom, Mich., plant.
"People don't expect Cadillac in 2006 to be an automotive brand that has hand-built engines that are crafted from the start to finish by one craftsperson," says Kevin Smith, a Cadillac spokesman.
"Heart" uses New Age music, and the voice-over says, "The engine is connected to the tool, the tool is connected to the hand, the hand is connected to the body, the body is connected to the mind, the mind is connected to the heart."
The commercial "Crest" is specifically about Cadillac and craftsmanship, quality and precision. It opens with acoustic guitar music. The viewer sees a jeweler intently working, pouring metal and selecting jewels.
It's not until the end, when the jewel is done and raised on a pedestal, that the viewer sees it is a Cadillac wreath and crest.
"The idea is to reignite the love affair with Cadillac and to put the wreath and crest on a pedestal," Smith says.
The print ads began appearing in national publications in late July and early August.
The campaign is the first for Cadillac's new ad agency, Modernista. Cadillac ended its 71-year relationship with Leo Burnett in June.
Last month, Cadillac said it would drop the Led Zeppelin music used during the successful "Break Through" campaign, which first aired during the 2002 Super Bowl.
"It's time to transition," Mark LaNeve, GM's vice president of vehicle sales, service and marketing, said during a conference call with analysts last week. "The advertising will show how excellence of quality fits into performance at Cadillac."
LaNeve says the new campaign will help Cadillac compete with BMW, Lexus and Mercedes-Benz as a "worldwide premium brand."
You may e-mail Jamie LaReau at [email protected]