DETROIT -- General Motors has launched two new 30-second TV commercials for Cadillac. 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 are "Crest" and "Heart." Both use different music, and "Crest" has no voice-overs.
"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.
You may e-mail Jamie LaReau at [email protected]