Since Johan de Nysschen’s arrival at the plushest of the GM brands, Cadillac has yet to fail to surprise us with its ongoing, somewhat disruptive rejuvenation. In fact, they may have just raised the bar a little bit.
Watch the video below. Notice anything… peculiar? Worry not; we see it too. The marque released this 5 minute, 1 second-long video of absolute whiteness ahead of the brand’s unveiling a new advertising campaign during the 2015 Academy Awards. But the automaker’s enigmatic social presence goes further than that.
According to Autoblog, Cadillac has released some similarly blank statements on Twitter, Facebook, Instagram, and Pinterest. The former saw the Cadillac brand publish a post with just a single period; the latter three all contain blank white boxes like the video.
We think it’s actually a remarkably clever scheme, in that it quickly seizes public attention, and communicates so much with so very little. It’s as if to say: “Forget about everything prior. This is the start of Cadillac’s rebirth.” One of our staff took offense to that, feeling as though he were being asked to forget about the entirety of Cadillac’s glorious, storied past.
But the rest of us readily accept an invitation to selectively forget some of Cadillac’s more embarrassing fumbles.