New Caddy Commercial Preview

Robert Farago
by Robert Farago

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.

Robert Farago
Robert Farago

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  • Bunkie Bunkie on Aug 11, 2009

    "Buy a Caddy and you get bolts and nuts and washers and other unseen tidbits that ultimately are shared with the Cobalt or the G6 or the Vue. None of those cars are created to be driven at the limit…and as a result, neither should the Caddy. It’s a pretender…and as of fairly late, not a particular handsome one, IMO." Horrors! My STS has the same bolts as a Cobalt? It must be an utterly awful piece of crap. I'm glad you set me straight on this. Putting sarcasm aside for a moment, with precious few exceptions, modern German styling is so awful that I'd have to think that they're playing some sort of joke on gullible Americans.

  • Mirko Reinhardt Mirko Reinhardt on Aug 11, 2009

    @AKM : Just my opinion, but I think wagons look far better than sedans That's true for 100% of cars on sale today. I can't think of any sedan I'd like to have.

  • SKT SKT on Aug 11, 2009

    Looks like the branding folks at Caddy can't seem to commit to the product - even when it's been segment proven. RE - this.

  • SherbornSean SherbornSean on Aug 11, 2009

    I really like that woman who talks about cupholders.