Truth Versus Advertising: A Ferrari In The Rear-View Mirror Of An STS Edition

by Edward Niedermeyer

August 27th, 2011 12:13 PM

This Cadillac ad is the latest in a series of seriously good spots for the CTS-V, which started with this “Competition” ad from last Summer. But then, as I found in a short drive, the CTS-V writes its own ad copy, 556 HP at a time. And this latest spot has one minor truth-related omission: though GM rightly claims that Magneride Magnetorheological suspension was “perfected” in the CTS-V, it actually debuted in the less ad-dollar-worthy 2002 STS. And there’s no mention of the fact that the technology was developed by Delphi, then a technically independent firm, and the technology has since been sold to Beijing West Industries. Of course, these details aren’t exactly worthy of the limited time available in a 60-second spot, but it’s the truth, dammit. “Just sayin…”

#Advertising #Cadillac #Enthusiasm #GM #Luxury #Marketing #Technology #TruthVersusAdvertising

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Ronnie Schreiber on Aug 27, 2011

How long has Cadillac been using "The New Standard of the World" tag line? I think that's very good too. The ad is terrific.

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- Type57SC on Aug 28, 2011
  
  Just recently with Fallon's new (i.e., not the pitch material) work. It's a play on the classic tagline of Cadillac. not sure from when exactly and too lazy to look it up (or spell check) but probably the first 50 years of existance.
  
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- Ronnie Schreiber on Aug 28, 2011
  
  @Type57SC I know about the classic tag line. It originated in Henry Leland's day, after they won the Dewar Trophy because of Leland's insistence on precision and standardized parts. Cadillac was the first auto company to use standard "Jo blocks" to calibrate tools. From Wikipedia:
  In February 1908, three Model Ks from the 1907 Cadillac production were released from the stock of Frederick Stanley Bennett (UK agent for Cadillac automobiles) at the Heddon Street showroom in London (these were engines Nos. 23391, 24111 and 24118). The three cars, all registered in London under the numbers A2EO, A3EO and A4EO, were driven 25 miles to the Brooklands race track at Weybridge. There, the cars completed another 25 miles before being put under lock and key until Monday March 2, 1908 when they were released and disassembled completely. Their 721 component parts were scrambled in one heap. Eighty-nine parts requiring extreme accuracy were withdrawn from the heap, locked away at the Brooklands club house and replaced with new parts from the Mr. Bennett's showroom stock. A mechanic - Mr. E.O. Young - reassembled the cars with the help of his assistant - Mr. M.M. Gardner. Sometimes they had to work ankle-deep in water, using only wrenches and screwdrivers. The third car was re-assembled by Tuesday evening, March 10. By 2 p.m. on Friday March 13 the three cars had completed the mandatory 500-mile run with singular regularity. Only one point was lost owing to a broken cotter pin in the ignition lever (promptly replaced from stock). During the event, it was reported that one of the sheds where the parts were stored became partly flooded during a heavy storm and some parts became rusted. Only oily rags could be used to remove all traces of the immersion. On completion of the test, one of the cars was placed under lock and key where it remained until the start of the 2000-miles Reliability Trials, several months later. It came out the winner of the R.A.C. Trophy! Parts interchangeability could not have been demonstrated in any more convincing way.
  
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Eldard on Aug 28, 2011

Our suspension is used by Ferrari. And that's about it. Yay for Cadillac!

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Wstansfi on Aug 28, 2011

You know, I don't like the looks of the CTS, and I'm not in the market, but if I were, that ad would be enough for me to go test drive the car. That is a great ad!

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Jethrow on Aug 29, 2011

Ummm, but I think HSV from Australia had the magnetic ride control back in 2007 - was that before the CTS-V too?

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