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.