New Caddy Commercial Preview
One of our Best and Brightest (Dave) got a sneak peek at Caddy’s new ad campaign at one of those focus group thingies that marketing mavens love so much (when they’re not in Aruba):
The spot starts off in a control room with engineers hooked up to headsets and the soundtrack is like mission control getting ready to launch a . . . Saturn V? A garage door opens with dust and smoke explosions and the CTS comes out from the cloud blasting across a desert scene. The voice over says something like launch stage 1 ignition. Cue the next explosion over the car and the sport wagon emerges from the dust cloud to the voice over “stage 2 ignition” and so on for the crossover and coupe and stages 3 and 4. The spot ends with a shot of a Caddy grill and badge with the voiceover re-invented, re-launched, re-born (or something similar) all three words start with re-. The survey then asks a bunch of questions about whether this spot influenced your opinion of caddy, would you recommend, etc. Couple of thoughts – These are the same old cars, how is this a re launch? The “new GM” is still hawking the same old cars, how is that different? I gave the spot very low marks. To me it’s just more about brand image and not the cars.
More by Robert Farago