Editor's note: An earlier version of the story understated Cadillac's 2010 sales gain vs. the industry's.
DETROIT – Cadillac, seeking to sustain its post-bankruptcy sales momentum, has tapped actor Laurence Fishburne to be the voice of a new TV ad campaign that will debut with the Rose Bowl on Jan. 1.
Cadillac said the new TV advertising is a component of its new "red-blooded luxury" campaign.
The first advertising for the brand from agency Fallon Minneapolis will follow a year in which Cadillac has posted a 38 percent U.S. sales gain through November, more than triple the industry advance. The agency took over the Cadillac account in July.
"Our ambition is to continue to set a new standard in our own distinctive way," Don Butler, vice president for Cadillac marketing, said in a statement.
Cadillac has not relied on a “notable voice” since actress Kate Walsh was used in a 2008 campaign, and actor Gary Sinise was used several years earlier in a campaign named “Break Through” that featured the music of Led Zeppelin, a spokeswoman said today.
Fishburne was nominated for an Academy Award for best actor in a leading role in 1994 for “What's Love Got to Do With It. He also starred in the Matrix film series, and has won Emmy and Tony awards. He currently stars in the CBS drama “CSI: Crime Series Investigation.”
General Motors Co.'s luxury division will continue to use the tag line “Standard of the World” when the campaign launches, a spokesman said today.
Under new marketing chief Joel Ewanick, GM has reshuffled its advertising agencies and undertaken other steps to raise the profile of the four U.S. brands that survived a 2009 bankruptcy: Cadillac, Chevrolet, GMC and Buick.
Chevrolet hired actor Tim Allen in September to provide the voice for a new campaign -- “Chevy Runs Deep” -- that pays homage to the brand's American roots.