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Cadillac’s 2014 Model Lineup Struts Its Stuff In “Robot Arms”: Ad Break

Some people believe modern cars no longer built by hand, but by robots, have about as much character as any household appliance compared to the predominantly hand built cars of yesterday. Cadillac’s new ‘Robot Arms’ ad is out to prove that their modern cars are more stylish and have more character than any washing machine and their robots can have nearly as much fun as any human being.

The ad shows Cadillac’s current lineup, consisting of the ATS, CTS, ELR and SRX, strutting their stuff down a runway as if they were in a fashion show, while what appear to be welding robots “dance” on either side of them. The runway idea could have come from seeing Cadillacs move down the production line, showing off their freshly-painted sheet metal to the factory workers.

This spot is a little more fun than some of the other recent Cadillac ads we’ve seen, and a lot less controversial than the “Poolside” ad for the ELR. Check out the video below and let us know what you think in the comments.

Sam loves to write and has a passion for auto racing, karting and performance driving of all types.

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Comments

  1. This is the kind of marketing that has hindered sales of these cars. It really does nothing to sell the Cadillac features and products. So you have dancing robots but why should I dump my BMW over your CTS and it’s dancing robots?

    To well these cars they need a marketing firm and campaign run by someone who is a auto enthusiast as that is what it takes in this class. A Chevy Cruze can be treated like an Appliance but a Cadillac needs to be treated as an automobile.

    While the Germans are touting their technology they put in the cars and the hand made quality of some of their features GM runs out these stupid robots.

    You were looking for the reason GM is slow moving on these cars well the message of just what they are is not getting out to the general population. Those who get it buy those who don’t think it is just another Catera.

    Also these spots should project an image. They should show how driving one of these cars will make you fell like you have a big D#$k. I know that is a little crude but that is what it amounts too for most of the people in this segment. They by for image and what the cars image can do for them.

    You have the real rich that like to flaunt it. Then you have the Faux rich who want you to think they are as they park the BMW and go into Walmart. Then you have the truly rich who don’t care driving a Malibu and under stand it is not how much you make but how much you keep.

    I plead for Cadillac to start a real comprehensive marketing plan to sell the product finally worthy of the image it can project.

    Scathing here but the truth.

    With the right kind of marketing I could get you to buy a bag of dog turds and if I am really good you will pay extra for them. The matter of fact to take away from here is that even good product needs good marketing. You can sell pile of crap as some companies do with good marketing. But even a good product will fail if the correct message is never sent out.

    Reply
    1. You’re preaching to the choir!!! How could Cadillac pump out some of the best vehicles they’ve ever produced and have such a difficult time marketing what it is that makes their products so great? Or what it is that distinguishes them from the rest of the market?

      Either way, GM DESPERATELY needs a new marketing strategy ASAP!!!

      Reply
  2. I had to watch the commercial a few times and noticed that, except for the ELR, that the Cadillacs were lower trim models that lack lower LED lights, fog lights and NONE had sunroofs. I understand that some customers don’t get Cadillacs fully decked out but come on GM, put higher trim Cadillacs with sunroofs in the commercial to make them look like something do be desired to own that makes a person to go by the dealership. Also explain certain types of technology in these cars and give a reason to own a Cadillac.

    However, I do like the commercial but………………. GM and Cadillac makes some of the hilarious commercials that lack content.

    Reply
  3. To me, this ad demonstrates how totally disconnected GM is. On one hand you have engineering people trying to account for “every gram” with the new ATS (and CTS) to make sure they are the most dynamic driving vehicles in their respective classes. On the other side, you have marketing people posing these same cars as “runway models”? With dancing robots no less? Personally, it makes me turn away from these cars even more seeing ads like this.

    Reply
  4. To be fair marketing people suck pretty much most places anymore. It used to be many of the people who marketed products were well versed in them, believed in them and loved them. Today you get some collage grad who get assigned to the program and he is not even driving the product or even has any love for the product.

    I see it where I work and even where my wife works. Some of the most clueless people are the marketing departments.

    They go out and do their surveys and marketing programs and often leave passion and common sense out.

    Years ago Jim Wangers marketed Pontiac. Yes he was a blow hard but what good marketing guy was not.

    Anyways Jim not only loved cars but he loved Pontiac. He raced Pontiac and even pitched ideas for many things to help them sell and build an image. He won the US national behind the wheel of yes a Pontiac. He took risk with adds like the Woodward Ave print ad of the 68 GTO hinting at racing at a time GM had it banned.

    This is the kind of guy GM needs now for Cadillac. We want and need someone to cultivate an image of cool and let the pubic what will owning a Cadillac do for them in their place in society and their image.

    Every one here could get by with just a Chevy Spark. Lets face it that car will do all you need to do in your daily life if you do not have to tow a trailer. But we all want a Corvette, Ferrari, BMW or Bentley and why? Because they are fun to drive, comfortable and if you show up some where they make you something different and special.

    Ego plays a big part here with high end cars and Cadillac needs to cultivate an image that feeds this ego. Years ago they had their mojo and if you owned a Cadillac you really were someone. They lost it as you could find a new Cadillac out side any condo in the Boco Vista retirement community in Fl.

    Feed the fire here Cadillac not the song and dance.

    I think the base cars are shown as they are advertising the low monthly lease rates in many areas and to do so they often show a base model. The deals will vary by region.

    Reply
  5. I also am aghast at the incredibly irritating and, in my opinion, ineffective ads pushing the Cadillac brand. Not a single commercial they’ve created plants the urge to look into these fine cars as an option for my next purchase. Yes, those who “know” cars would have them on the must see list, but not the average consumer. Annoying commercials can indeed have the opposite effect and push people away. Many Buick ads, conversely, are creative and make the brand appealing.

    Does make you wonder who gives the final go ahead during ad development.

    Reply
  6. The only good ad of late is the Truck one with the Kid Rock song as it has a hook about it as the Like A Rock add did.

    Reply
    1. Kid Rock is a scumbag white trash opportunist, he’s no Bob Seager!

      Reply
  7. To me the reason why this is a horrible commercial and bad marketing is because the cars are completely lost in all the goings on behind them and it explains nothing about their particular attributes. You barely notice the cars at all. I understand they can’t do that when they are selling several models and the incentives to buy or lease them in the same ad, but that is not what GM should be doing with their top luxury brand. You have to spend on each individual model and sell the great aspects of each model.
    What happened to the ads with the actress stating selling points of the car all the while driving it and then what is to me a great line: “When you turn your car on, does it return the favor”. That is what the customer in this category of vehicle wants. They want a car that turns them on or gets others wanting what they have and returns the favor.
    The other problem GM has with Cadillac vs. BMW and the like is using the same engines you find in your appliance cars such as the Malibu or heck even the new Canyon. How can you market a performance minded luxury car to take on the other luxury brands when you have the same turbo 4 I can find in a Regal or the same V6 or V8 you get in a Camaro. Not saying the engines are bad, in fact I think they are all great. However, you won’t sell their greatness to a MB owner who is used to having something exclusive to the brand and offering all the modern technologies and driving experience that comes with the price of the car.
    Just my two cents, but GM is taking two steps back with cost cutting ads like this one.

    Reply
    1. I totally agree. I brought the issue of powertrain sharing up several times. While it’s understandable that GM utilizes the same powertrains across all brands for the sake of conserving production costs, I believe it’s hurting them from a marketing standpoint. GM is practically forced to keep prospective customers ignorant of what powers their vehicles because they know it’s inferior to the competition by having their roots tied to Chevy, and it could potentially create anxiety for the customers.

      Don’t get me wrong. GM’s line of turbo fours and NA sixes seem to be up to the task of powering Cadillacs, but how can GM market this tech as a viable alternative to the well established German brand powertrains ? The truth is, they can’t. Unless they decide to invest in their own exclusive line of powertrains, Cadillac can only hope their formidable chassis and up-to-par interior can carry the brand. And in a perfect world this should be enough, but when you have a Buick or Hyundai, or even a Kia brand on the rise marketing a whole new image along with affordable pricing and luxury content, Cadillac is being crowded out! Not to mention the fact that the well established German brands are constantly evolving with new powertrain technology and interior content. Plus they’re now diving into the affordable luxury category. What will Cadillac do to sustain themselves against this onslaught of competition?

      Reply
  8. Why doesn’t GM make a commercial showing half of the video at the track and half pulling up at a high end classy restaurant? You have to driver beating the crap out of the car on the track to some rock music and flying down the straights and curves and then it cuts to him taking his girlfriend/wife out to dinner in the same car and handing the keys to the valet attendant. The valet attendant gets in the car and then has a few second day dream glimpse of the owner’s track day! Something exciting like that which makes you want to go out and just DRIVE! As Americans, we like the exciting motivating commercials and videos that actually make us feel the thrill of actually going out and doing something!

    Reply
  9. When channel changing I stay on this commercial to listen to it and watch the human like machines. One person mentioned there should be more feature, like a sunroof, mabey they can put them in. The add does what an ad is supposed to do, I watch it. My problem is I had a bullet proof Chevy El Camino with classified windows and if I were rich I still would like it back.

    Reply
  10. I think the commercial is outstanding! I can’t keep my eyes off the robotic arms. Their movement is outstanding!
    My question is who programmed them?

    Reply

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