Cadillac's New Brand Identity To Grace Oscars' Red Carpet

Cameron Aubernon
by Cameron Aubernon

Want a selfie with Melody Lee at this year’s Oscars? While that may or may not happen due to a number of factors, Cadillac will grace the B&B’s viewing parties with its presence.

Forbes reports the premium brand will walk the red carpet in an all-new advertising campaign gown, showing off both its revamped brand positioning and new tagline during the telecast of the annual awards ceremony February 22, followed by the debut of the CT6 at the 2015 New York Auto Show in April.

Cadillac’s goal with the campaign, per CMO Uwe Ellinghaus, is to “disrupt” how everyone views the brand, hopefully doing a better job than the time Kimmy K tried to break the Internet with her backside. Parent company General Motors became the exclusive automobile advertiser in 2014 after Hyundai stepped away, with both Chevrolet and Cadillac airing spots during the pre-show and main event.

As for New York, the brand will debut a new auto-show display design at the show, with the aim of differentiating itself from other premium, more Teutonic marquees. Ellinghaus explains the motive:

As an American brand, Cadillac can be bolder, more expressive and use more of a human touch, because we are not German. We need to get to one “look-and-see” the world over.

Meanwhile, Cadillac’s presence at next week’s 2015 Detroit Auto Show will be more subdued, focusing upon the 640-horsepower, 200-mph 2016 CTS-V premium performance sedan.

Cameron Aubernon
Cameron Aubernon

Seattle-based writer, blogger, and photographer for many a publication. Born in Louisville. Raised in Kansas. Where I lay my head is home.

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  • JD321 JD321 on Jan 09, 2015

    He even looks like a MBA Twit. Is "Bold" their new MBA buzzword du jour. I can't imagine any Hollywood/idiot box watcher would be persuaded by this retarded MBA crap.

  • Carguy Carguy on Jan 09, 2015

    It's easy to be amused by marketing talk but the brand is the main asset a luxury car maker has. The brand building weirdness is spreads across the luxury spectrum with Mercedes more worried about about the average consumer's association of its brand with quail hunting and executive retreats then they are concerned about the dreadful transmission in the CLA. I guess most luxury car makers have figured out that they cannot compete with non-luxury brands in any objective and material comparison so they focus on image and exclusivity instead. Nysschen may well have been right about lux makers not wanting to be car brands - they want to be luxury brands like Luis Vuitton, Tag Heuer and Chanel.

    • See 12 previous
    • Mcs Mcs on Jan 09, 2015

      @mike978 So, if it takes a decade to turn around a brand, do you give the guy ten years, then if he can't do it, hire another person and give them ten years, and if they can't...

  • Vent-L-8 Vent-L-8 on Jan 09, 2015

    It's not about the packaging, it is all about the product. Build something I like and I'll consider Cadillac again.

  • OneAlpha OneAlpha on Jan 09, 2015

    What Cadillac needs to do is figure out EXACTLY what people who buy Mercedes, Audi and BMW want in a car, and do that.

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