Cadillac will once again have a healthy presence during The Oscars, but one matter sticks out: there aren’t any new Cadillac vehicles to promote in these ads.
However, Cadillac chief marketing officer, Uwe Ellinghaus, has a different strategy, not just for The Oscars, but for the rest of 2017.
“I have a launch pause for a new car, but it’s a great opportunity for me to send brand messages,” he said. “From a creative point of view, the agency loves the idea that they don’t have to launch a new car and feature it prominently because the creative degree of freedom is so much bigger than they now have,” he added.
Instead, Ellinghause previewed what we can expect to see. Specifically, Cadillac will feature the Escala concept car in at least one of its new ads.
“There are dealers who say, ‘why are you advertising a car you cannot buy?'” Ellinghause acknowledged. But he went on to say it “has immense appeal for me to be used in communication because it outlines the future design direction of Cadillac.”
“It just shows that we are evolving.”
Not only will the Escala be used, but older models will make appearances, too. The approach is meant to remind consumers Cadillac is still kicking, even though it has fewer vehicles on the road than its competitors.
Ellinghause added, “Particularly on the coasts, I need to increase the visual presence [of the brand] by advertising.”