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CTS Sedan, Escalade EXT Get Big-Game Treatment

By Published on .

DETROIT (AdAge.com) -- General Motors Corp.'s Cadillac Division debuts the new umbrella tagline "Breakthrough" in a 60-second brand spot during the Super Bowl.

The 30-second

post-game launch spot for the all-new CTS sedan also carries the tag and shows a man driving a 1959 Cadillac convertible being passed by a woman in the CTS, reminscent of a late 1990s Eldorado spot.

A new Escalade EXT spot uses fast clips of the truck's mid-gate switching to be more sport-utility-like.

Neither ad uses dialogue, only the music of Led Zeppelin's song "Rock and Roll," as the brand tries to attract baby boomers.

Bcom3 Group's D'Arcy Masius Benton & Bowles, Troy, Mich., handles the Cadillac account. Cadillac's 2002 ad spending is expected to be at least $300 million.

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