Cadillac’s Dare Greatly campaign has literally disappeared after launching earlier this year. Luckily, a new ad for the 2015 SRX seems to be the first ad to build on the campaign.
The 30-second-long spot begins by featuring the same looks and feel as The Daring: No Regrets spot that kicked off the campaign, with the appropriate city sights and sounds, and then quotes Andrew Carnegie’s well-known “Principles should never be compromised” line.
After some more shots of the city the Cadillac SRX, the spot states that “the 2015 Cadillac SRX is a crossover with space, safety and style”, while showing the SRX with the following lease offer for the Standard trim level:
- $339 per month for 24 months (ultra low mileage lease for well-qualified leases)
- $2,339 due at signing after all offers
The spot comes just months ahead of the expected premier of the SRX’s replacement, which is believed to carry the Cadillac XT5 moniker.
The GM Authority Take
It seems to us that Cadillac is pushing the current-gen SRX hard in order to build demand and wind down inventory of this second-gen model.
On a related note: the SRX is currently the only vehicle that Cadillac is advertising on TV, with the ATS, CTS, XTS, or Escalade getting zero TV ad time. Could that be the biggest reason for the significant ATS and CTS sales declines?
Comments
If they are trying to build a image for cadillac, the srx is the last vehicle that should be getting national ads. I understand they are trying to push them out before the long over due srx replacement. This commercial wouldn’t be that bad if there were equivalents for the escalade ats cts and even for the elr.
Cadillac needs to get its advertising act together. Last year the CTS was named Motor Trends Car of The Year, but for some unknown reason Cadillac kept it a secret. The sad part is that the CTS competed directly against the Mercedes E-Class and the BMW 5 Series to win that award. Its hard to believe that Cadillac chose not to build an ad campaign around it. This year you can’t turn on the TV without seeing a commercial announcing that the VW Golf is Motor Trends Car of the Year. I think Cadillac should fire is Ad Agency and hire VW’s Agency.
Cadillac has been through seven agencies in eight years (?). Changing agencies is a convenient way to lay blame elsewhere, but at some point, you gotta take a look in the mirror.
Interesting that they’re sponsoring NY Fashion Week, since one of the cast-off agencies did a fashion runway Escalade Super Bowl commercial, and lost the account days later.
But look at the last 24 mos – clapping wind-up toy monkeys, doors being blown off, a Xenophobic, polarizing ERV commercial, a weird Cleopatra commercial for Escalade, Stacey’s mom for SRX, the Caddy that zigs …
Rudder fell off this ship long ago. Which is a shame – they are good machines. And now, they’re going 0% for 60 or 72 mos. Sad.
Sorry, make that ELR. The word soup is throwing me off.
The lack of advertising support for CTS and ATS is perplexing at best.
I can not think of any good reason not to get as much mileage out of the hard earned industry awards as possible.
Launch ‘Dare Greatly’ with great fanfare.
Go dark for a few months.
Come back using library footage from the brand shoot, and edit-in some (inexpensive) stills of the SRX.
Cut it down to an :18/:12. Tier 2 lease offer.
Not exactly Daring to be Great, now, is it? Sad to see Cadillac get sucked into ‘the GM way of doing things’ so quickly.
I am alittle biased because I own a SRX , and absolutely love it . The last refresh was in 2013 . Would have liked to see another similar to the Terrain and Equinox . Both are still selling very well . And the SRX is Cadillacs volumn leader right now , so why not advertise it to help maintain sales till the XT5 shows up . Its more cash going into GM’s coffers .
However , the ATS and CTS could use some of the advertising budget . I drive by the lots on MLK Blvd by main street where the Grand River Assembly plant is located and it is full . The new model year is approaching and I wonder if we will see lease deals and 0% financing for 60 months plus consumer cash back to help clean out the 2015’s . This isnt the way to sell luxury cars and I bet Johan is pulling his hair out . This ” Dare Greatly ” advertising campaign needs to start the new model year toughting the A-CTS’s quality and technology that is built in to these cars . And not just on the inter-web but on the airwaves .