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
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.