Cadillac has rolled out a new digital ad spot telling viewers (and hopefully buyers) to believe the hype surrounding the brand. On display is the 2018 Cadillac CT6 to usher the message in.
The short spot features no lofty voiceover, just a brash tune and text across the screen. Again, it’s a serious departure from “Dare Greatly,” and the phrase isn’t even mentioned in the ad once.
Text splashes across the screen reading, “Modern and classic at the same time,” as one reviewer described the CT6. It’s all quite flashy for a Cadillac ad, and quite frankly, it’s something we’re not accustomed to from the brand.
The marketing and advertising will likely continue to shift after former CMO Uwe Ellinghaus and President Johan de Nysschen have exited their roles. General Motors brought in Deborah Wahl to lead Cadillac marketing, McDonald’s ex-CMO, and GM-lifer Steve Carlisle will now lead GM’s luxury division.