Admin
02-02-05, 02:34 AM
Cadillac Returns to Super Bowl With New Advertising and Status as Game's Official Vehicle
DETROIT- Cadillac will reign as the official vehicle of the Super Bowl for the fourth consecutive year and will use the game to launch advertising that highlights the brand's commitment to performance and innovation. The Super Bowl advertising will carry the "Break Through" theme showcasing the performance capability and expressive design of the Cadillac portfolio while focusing on the bold and confident nature of the brand. chemistri Detroit, Cadillac's advertising agency, created the brand's Super Bowl commercials.
During the Super Bowl broadcast on FOX, Cadillac will debut a 60-second spot, "Barrels" presenting the new V-Series performance vehicles.
"The 'Barrels' spot-highlights the unexpected performance credentials of all three vehicles in the V-Series line-up that include the CTS-V, STS-V and XLR-V, focusing on their ability to go 0-60 m.p.h. in under five seconds," said Jay Spenchian, director of Cadillac marketing. "This spot is one of the most powerful yet to come from Cadillac. It will communicate to consumers that Cadillac really can compete with the best in the world."
The 60-second spot "Barrels" features the new CTS-V, STS-V and XLR-V communicating the acceleration capability, luxury and lifestyle of the new V-Series lineup. Each of the three vehicles is shown slowly backing up into a dark tunnel until only the headlamps are visible. The spot opens on a XLR-V parked on a mountain road. The vehicle slowly backs up into a dark tunnel which is carved into the mountainside, almost disappearing only to be seen are its two headlights. The same sequence unfolds as the CTS-V and STS-V also wedge themselves into urban and cobblestone tunnels with only the headlamps visible. The spot cuts with mounting tension to each of the three tunnel openings, everything is still. Next a rapid succession of sounds is heard followed by a shot of each vehicle barreling out of its tunnel. The spot ends as the voiceover says, "Bang" followed by a succession of black screens reading "The New Cadillac V-Series. 3 Cars. 0 to 60 in Under 5 Seconds. CadillacUnder5.com."
"'Barrels' is a visual metaphor--communicating the power, precision and drama of the Cadillac V-Series family," said Bertrand Garbassi, Cadillac executive creative director for chemistri, Cadillac's ad agency. "Through amazing cinematography, the director Peter Thwaites has photographically captured the breathtaking velocity and speed of these breakthrough performance machines while preserving the signature wit and style of the Cadillac brand."
Cadillac will also be presenting sponsor of the Super Bowl XXXIX MVP Award immediately following the game, during which the MVP will have the opportunity to select the Cadillac of his choice.
In the post-game MVP Award show, Cadillac will air a 30-second version of "Barrels" and a 60-second spot entitled "Elope" that tells the story of a girl and her boyfriend sneaking off to get married in her father's Cadillac XLR. As the first car commercial shot and finished in high definition, "Elope" dramatically showcases the many features of the XLR.
The "Break Through" campaign originally debuted on the 2002 Super Bowl broadcast and since its launch has become the most successful in Cadillac's history. The Cadillac "Break Through" campaign now leads the luxury segment in ad awareness and the brand is attracting a broader base of consumers, namely women. Since 2000, the average age of a Cadillac buyer is down from 64 to 57.
DETROIT- Cadillac will reign as the official vehicle of the Super Bowl for the fourth consecutive year and will use the game to launch advertising that highlights the brand's commitment to performance and innovation. The Super Bowl advertising will carry the "Break Through" theme showcasing the performance capability and expressive design of the Cadillac portfolio while focusing on the bold and confident nature of the brand. chemistri Detroit, Cadillac's advertising agency, created the brand's Super Bowl commercials.
During the Super Bowl broadcast on FOX, Cadillac will debut a 60-second spot, "Barrels" presenting the new V-Series performance vehicles.
"The 'Barrels' spot-highlights the unexpected performance credentials of all three vehicles in the V-Series line-up that include the CTS-V, STS-V and XLR-V, focusing on their ability to go 0-60 m.p.h. in under five seconds," said Jay Spenchian, director of Cadillac marketing. "This spot is one of the most powerful yet to come from Cadillac. It will communicate to consumers that Cadillac really can compete with the best in the world."
The 60-second spot "Barrels" features the new CTS-V, STS-V and XLR-V communicating the acceleration capability, luxury and lifestyle of the new V-Series lineup. Each of the three vehicles is shown slowly backing up into a dark tunnel until only the headlamps are visible. The spot opens on a XLR-V parked on a mountain road. The vehicle slowly backs up into a dark tunnel which is carved into the mountainside, almost disappearing only to be seen are its two headlights. The same sequence unfolds as the CTS-V and STS-V also wedge themselves into urban and cobblestone tunnels with only the headlamps visible. The spot cuts with mounting tension to each of the three tunnel openings, everything is still. Next a rapid succession of sounds is heard followed by a shot of each vehicle barreling out of its tunnel. The spot ends as the voiceover says, "Bang" followed by a succession of black screens reading "The New Cadillac V-Series. 3 Cars. 0 to 60 in Under 5 Seconds. CadillacUnder5.com."
"'Barrels' is a visual metaphor--communicating the power, precision and drama of the Cadillac V-Series family," said Bertrand Garbassi, Cadillac executive creative director for chemistri, Cadillac's ad agency. "Through amazing cinematography, the director Peter Thwaites has photographically captured the breathtaking velocity and speed of these breakthrough performance machines while preserving the signature wit and style of the Cadillac brand."
Cadillac will also be presenting sponsor of the Super Bowl XXXIX MVP Award immediately following the game, during which the MVP will have the opportunity to select the Cadillac of his choice.
In the post-game MVP Award show, Cadillac will air a 30-second version of "Barrels" and a 60-second spot entitled "Elope" that tells the story of a girl and her boyfriend sneaking off to get married in her father's Cadillac XLR. As the first car commercial shot and finished in high definition, "Elope" dramatically showcases the many features of the XLR.
The "Break Through" campaign originally debuted on the 2002 Super Bowl broadcast and since its launch has become the most successful in Cadillac's history. The Cadillac "Break Through" campaign now leads the luxury segment in ad awareness and the brand is attracting a broader base of consumers, namely women. Since 2000, the average age of a Cadillac buyer is down from 64 to 57.