Eldorado starts '98 campaign

Published on .

General Motors Corp.'s Cadillac Motor Car Division launches its 1998 Eldorado sedan Feb. 12 on national TV, the start of an estimated $25 million push for the year. D'Arcy Masius Benton & Bowles, Troy, Mich., created a single 30-second spot. It shows a woman driving a 1959 Eldorado convertible who imagines herself driving a passing '98 Eldorado. The car's tag remains "Live without limits." A half-page spread will run in lifestyle magazines, including Flying, Boating and Skiing. More than 20,000 Eldorados were sold last year.

Copyright February 1998, Crain Communications Inc.

Most Popular
In this article: