First Cadillac Ads From BBH Make Their Debut

Trio of TV Spots Carry New Line: 'Mark of Leadership'

By Published on . 18

NEW YORK (AdAge.com) -- The first TV ads for General Motors' Cadillac brand since the car maker switched creative agencies to Publicis-backed Bartle Bogle Hegarty, New York, from Boston-based indie Modernista began airing today. The trio of 30-second spots carry a new line: "Mark of Leadership."

Cadillac
See the new spots on Cadillac's YouTube channel.

Representatives for Cadillac and Bartle Bogle Hegarty didn't return calls for comment about the strategy behind the work, which broke today on TV. Cadillac also began running sponsored links on Google driving consumers to the ads on its YouTube brand channel, and also posted them to its Facebook page for its nearly 150,000 fans.

The commercials push Cadillac's 2010 CTS-V, CTS Sport Sedan and SRX Crossover models. Each begins with a frontal shot of the car's grill, then promotes features such as "0-60 in 3.9 seconds" for the 2010 Cadillac CTS-V and featuring "glide-up touch-screen navigation," and "ultraview sunroof for the SRX Crossover." There are no voice-overs talking about the vehicles or celebrities, just music by the bands Lindstrom & Christabelle, Yacht and Say Hi.

But aside from the slogan that closes the ads -- which replaces the "Life, Liberty and the Pursuit" that Modernista introduced in 2006 -- there aren't yet signs of what former marketing chief Susan Docherty had indicated was a plan to return to Cadillac's "art and science" brand positioning and "highlight what we talked about over a decade ago with the Cadillac renaissance and really push the envelope of art and science."

Ms. Docherty was replaced last week as marketing head for GM by Joel Ewanick, who spent just weeks as Nissan's top U.S. marketer before heading to Detroit. He will report solely to North American President Mark Reuss.

His installation represents one of a number of changes in the marketing suite in recent months. Three executives who were part of the team that picked Bartle Bogle in January as its new ad agency also departed.

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