Cadillac will introduce its new brand identity, tag line and advertising campaign during ABC’s coverage of the Oscars on February 22, Forbes reports. Chief Marketing Officer Uwe Ellinghaus said the new campaign is intended to “disrupt” consumer’s perceptions of Cadillac as the automaker continues to struggle with an apparent “relevancy” issue.
In 2013, GM signed a five-year deal with the Oscars as its exclusive automotive advertiser, taking over from Hyundai, and will also run Chevrolet ads during the Oscars pre-show and main ceremony as a result. However the awards show is especially important to Cadillac, as “people that are interested in Hollywood and everything that the lifestyle Hollywood stands for,” are a good brand fit for the automaker, Ellinghaus told the Hollywood Reporter in November.
Forbes said Hollywood events like the Oscars are becoming increasingly attractive venues for automakers to use as advertising platforms, as they are often associated with glitz and glamour. Additionally, many Americans watch awards shows live and don’t DVR them, which enables them to fast-forward through commercials.
Apart from its new brand identity and advertising campaign, Cadillac will also debut an all-new display on the floor of the New York International Auto Show in April, where it will unveil the highly anticipated CT6 sedan. The set-up will include a projection of an “iris,” Ellinghaus said, around the display that plays stories about Cadillac products and the brand.
“The display will be an important part of differentiating ourselves from other luxury brands,” Ellinghaus said. “As an American brand, Cadillac can be bolder, more expressive and use more of a human touch, because we are not German.”