Cadillac to Car Buyers: If You Work Hard, You’ll Get Lucky
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For more than 100 years, it’s been touted as “The Standard of the World,” but Cadillac’s marketing team now wants to portray the luxury auto in a new light.
Executives familiar with Caddy’s ad plans say when the brand unveils a major fall campaign from new agency Rogue, the messaging will lean on American values, such as the notion that everyone can create his or her own destiny. Cadillac will be painted as a more-accessible car than it has been, and a main idea behind the campaign is the theme “Work Hard. Be Lucky.”
It’s a U-turn from the messages parent General Motors has relied on in the past to market Cadillac. They have included the stodgy “for wealthy white guys” type of ads churned out for decades by Leo Burnett; the overtly sexy overtones in the Kate Walsh commercials by (now-shuttered) Boston shop Modernista; and the focus on performance conveyed by aggressive driving sequences for Fallon’s 2012 “ATS vs. the World” campaign.
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