CADILLAC ROLLS OUT BIGGEST AD PUSH IN THREE YEARS

Spending Could Rise to $100 Million

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DETROIT (AdAge.com) -- General Motors Corp.'s Cadillac brand gets its biggest ad push since its 1999 "Power of &" blitz with 12 new spots this year in its "Break Through" campaign, which arrives Feb. 3.

(The "Power of &" theme was an oblique reference to to design & technology.)

In one of the new "Break Through" spots, the voice-over, by actor Gary Sinise, says, "The legendary bloodline is about to boil."

Print ads arrive

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in February weeklies, followed by outdoor and radio efforts to support the campaign.

Bcom3 Group's D'Arcy Masius Benton & Bowles, Troy, Mich., handles the account for Cadillac.

D'Arcy Chief Creative Officer Gary Topolewski dubbed the work "very clean and to the point ... without a whole lot of ad agency words."

A Cadillac insider said spending could rise to $100 million this year.

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