DETROIT -- Cadillac's new TV commercials launch today, using a “Mark of Leadership” tagline and letting music and text do the talking about the brands' features.
“There's no voiceover at all,” said Don Butler, U.S. marketing vice president for Cadillac. “The tone of voice that it has is the music itself.”
The commercials introduce the tagline that Cadillac developed with BBH (Bartle Bogle Hegarty), the ad agency it selected in January after sustaining four straight annual U.S. sales losses. Modernista last year ended its three-year relationship with the brand when it declined to defend its Cadillac account in a review.
The three commercials -- for the SRX crossover, CTS sedan and CTS-V performance sedan -- focus on product elements, Butler said. For instance, the SRX commercial highlights the crossover's available touch-screen navigation system, extra-long sunroof and headlamps that pivot to match the steering wheel angle and vehicle speed.
The commercials will lend youthfulness and energy to Cadillac's image, Butler said.