Last week, I expressed my concern about the direction in which Cadillac’s advertising was heading. More specifically, I felt that Caddy ads didn’t properly represent the brand and sent mixed messages to consumers, leaving them wondering what exactly Cadillac was: a luxury performance car maker or a soft luxury brand. We at GM Authority know that GM is positioning Cadillac to be a serious contender in the performance luxury segment (read: performance before luxury). As such, Caddy’s ads should reflect this. So I’m extremely delighted to say that it looks like my plea has been heard, with Cadillac having just released a new ad with the tagline “America, we have re-ignition.”

Playing on a rocket theme, the re-ignition ad starts with a CTS bursting out of the Cadillac underground bunker and goes on to present three models in the current line-up as well as the much-anticipated (and awesome) CTS Coupe. This ad does a much better job than previous spots in getting the attention of Cadillac’s performance-oriented target market. Moreover, the spot does a stellar job of letting people know that Cadillac is “re-invented, re-imagined, re-inspired.” To me, that means “we’re back with a fresh start.”

2008 Cadillac CTS Coupe Concept