Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.


Product Placement Deal Is Automaker's Largest Ever

By Published on .

DETROIT (AdAge.com) -- General Motors Corp.'s Cadillac is running a limited print campaign to promote its upcoming
Which star of 'Matrix Reloaded' did all its own stunts? asks the new GM ad. The answer is this picture of a bullet-riddled Cadillac.
Related Items:
Maddening Secrecy, Critical Timing and Logistical Nightmares
On 03.12.03 TV Spots of the Week Page

role in the much-anticipated summer movie The Matrix: Reloaded.

A spokeswoman for the automaker said the first ads will run May 14, the day before the movie's premiere, in USA Today and the Los Angeles Times, and again in USA Today on May 19. Publicis Groupe's Chemistri, Troy, Mich., handles advertising duties for Cadillac.

No TV ads
Cadillac and the studio didn't think TV ads would be appropriate, the spokeswoman said, but added that Cadillac's promotions will be "more organic," including a video game and a micro site linked to cadillac.com.

The sequel to the 1999 blockbuster The Matrix also features a 15-minute chase scene involving Cadillac vehicles. The spokeswoman described the movie deal as GM's largest product placement ever, though the automaker didn't pay to have its CTS sedan and Escalade EXT combination pickup-sport utility vehicle used in the film.

Since the movie was filmed before either of those two models went on sale, GM provided two dozen pre-production versions. Pre-production models can cost some $200,000 each.

Norm Marshall & Associates, Sun Valley, Calif., is GM's product placement agency of record and handled the Matrix deal.

Most Popular
In this article: