We’ve taken a fair number of potshots at the General lately, but some times the company and its ad agencies get it right. Watch this and tell me you don’t kind of want a DTS at the end of it….
The truly great thing about this ad, and it almost never happens in Cadillac advertising or even American-car-company advertising, is this: there’s no competitive-comparison garbage. While the DTS may well have had an advantage in skidpad g or trunk space over the Lexus LS430, we never hear about it here. Instead, we see eight pretty cool guys enjoying their Cadillacs. The car is presented as aspirational in and of itself. How rare that is! Of course, Mercedes-Benz does it all the time, as do other genuinely aspirational products. I’ve never seen an advertisement for the Gibson Les Paul that bothered to mention those “Agile” imitation slabs from Korea, but somewhere along the line the domestics panicked and started trying to win people over based on comparison charts. The endless “Pontiac Grand Prix Has Four More Ribs Than The BMW M6” garbage foisted on Americans over the years cheapened all the brands to the point where something like this just feels breathtaking and exciting.
If only Cadillac had bothered to make the product to stand behind an advertisement like this. Can you imagine how effective it would have been applied to brand-new take on the long-discontinued LT1 Fleetwood? Welcome to the world of gentlemen, indeed.