Turning the complex into the understandable.
That was the task for Cadillac Chief Marketing Officer Uwe Ellinghaus in crafting a new TV campaign for the brand's semiautonomous Super Cruise system.
The technology — a matrix of sensors and cameras that make it so a vehicle can drive itself in certain highway situations — is an industry first, which brings more challenges than just advertising a redesigned vehicle.
Cadillac recently launched two 30-second ads for Super Cruise that encourage drivers to "Let Go," a tag line and social media hashtag for the technology.
Here's what Ellinghaus told Staff Reporter Michael Wayland about the system and campaign.
Q: Why do an ad campaign for Super Cruise?
A: Super Cruise is, of course, the perfect product for showcasing just how innovating Cadillac is as a brand. Super Cruise is the first truly hands-free driving system for the highway. This is, of course, a great achievement. … It will accelerate the driving experience in certain traffic situations. It will not replace driving a car.
Why debut the ads during the MTV Video Music Awards?
This is the youngest audience we reach out to during the calendar year … but they are also the most tech-savvy prospects you can imagine. I want these people to see just how much Cadillac goes with the times, pioneers and develops new innovations like Super Cruise.
Is calling Super Cruise "the first truly hands-free" system a slap at current semiautonomous systems such as Tesla's Autopilot?
The fact is our system simply is capable of what others claimed before that aren't actually, as they all require you to take the steering wheel in your hands.
It wasn't a direct slap. We just wanted to make sure other brands claim things and we deliver.