Those who tune into the 90th Academy Awards will see a very different Cadillac on display. In the past, under now-departed Cadillac chief marketing officer, Uwe Ellinghaus, the luxury brand has sided with social change and big movements. This year, it’s about having fun and highlighting the product.
Cadillac marketing director Renée Rauchut told Ad Age the new strategy makes sense for Cadillac’s 2018 state. Unlike last year, 2018 will usher in new Cadillac products. One Oscars ad also showcases Book by Cadillac, and another highlights Super Cruise—two other important facets at Cadillac.
“I kind of feel the public is tired of seeing these heavy, lofty ads. It just seems a little bit more honest right now in my opinion to focus on our products,” Rauchut said.
Ellinghaus pushed the brand to connect with big ideas and social change during previous Oscar spots, and many criticized the ads and the strategy. The spots often didn’t show or mention Cadillac vehicles at all.
The brand’s more blunt and entertaining tone is evident in the three spots ready for national debut this coming Sunday. The first 30-second spot focuses on Super Cruise, a second 30-second ad previews the 2019 Cadillac XT4 to the tune of Bruno Mars and a final 60-second ad rounds up Cadillac’s ideals, history, challenges, and points to the future.
Rauchut didn’t proclaim the more dramatic and social ads would go away forever, but said “it just didn’t seem to make sense against what we have to communicate this year.”