Cadillac loves Kate Walsh.
The star of "Private Practice" appears in TV commercials for the redesigned CTS sedan. Cadillac is so pleased with the spots that the brand plans to extend their format worldwide and across its vehicle lineup.
Among the ingredients of that format: a spokesperson with plenty of attitude and an emphasis on product features. Walsh purrs in one of the spots: "When you turn on your car, does it return the favor?"
Liz Vanzura, Cadillac's global marketing director, says the "emotional appeal" of the CTS commercials is resonating with consumers. She says the spots, created by the Modernista advertising agency in Boston, have helped Cadillac "find its voice."
Cadillac will apply the commercial format to TV spots for all of its cars and trucks by the end of March, Vanzura says. Print ads also will reflect the format, she adds.
TV spots for the CTS media launches in Europe, Asia and the Middle East will mimic the Walsh spots, Vanzura says.
New commercials for the Escalade SUV already have borrowed the format. A spot that aired during NFL playoff games featured Sofia Vergara, who stars in the ABC series "Dirty Sexy Money."
A spot created for the Super Bowl postgame show starred film and TV actor Brian Bloom.
Regional dealer TV commercials also will adopt the format of the national spots, Vanzura adds.