General Motors' Cadillac division and D'Arcy Masius Benton & Bowles, then part of Bcom 3 Group, took to Super Bowl XXXVI to promote the Escalade EXT in this ad playing up the model's huge size ... in a good way. New York Times ad columnist Stuart Elliott called the spot "a treat," while Ad Age critic Bob Garfield found it "lovely."
The spot and another Super Bowl entry that year, "Bloodline," were part of the biggest ad push for Cadillac since 1999, themed "Break Through."
D'Arcy Chief Creative Officer Gary Topolewski called the campaign's work "very clean and to the point ... without a whole lot of ad agency words."
Cadillac took a year off from the Super Bowl before returning in 2004 with "Turbulence," necessarily via a new agency, the Chemistri unit of Publicis Group's Leo Burnett, after Publicis bought Bcom 3 Group in the interim and shut D'Arcy downl.
BRAND: Cadillac - Parking Lot
AGENCY: D'Arcy Masius Benton & Bowles
QUARTER AIRED: Q3