We reported weeks back on new advertisements inbound for the 2016 Cadillac Escalade. The new ads are the first real marketing push via ads since the new luxury SUV debuted in 2014, and we’re here with the latest creation.
Simply titled, “The Herd”, Cadillac takes shots at the SUV competition in the spot, showing a lovely female protagonist plowing through the dismal herd of crossovers and SUVs; simply stating at the end, “Style lets you stand out from the herd. What’s inside sets you apart.”
That’s fair enough, but it’s a pretty lackluster effort after seeing the potential “Dare Greatly” has for branding. It’s somewhat stereotypical to have an ad that comes off in this fashion, and maybe even contain a hint of arrogance to it. We certainly feel it does nothing to lift the Cadillac brand to the aspirational level CMO, Uwe Ellinghaus, wants to achieve.
Does it work? Sure. But, it’s a disappointment after waiting for the next batch of Cadillac ads and marketing following the original launch of “Dare Greatly.” Check it out for yourself up above.
Comments
C”on cadillac we all know you can do better. Idea of commercial is ok but the whole “herd” thing can go no need for that part.
I didn’t mind this commercial at all. Yes the ‘Dare Greatly’ tag line is a little underwhelming but in this segment trying to focus on the features and benefits of the product may not be as important.
In this case I thing style and prestige is the name of the game. This segment is all about status.
so are you saying that Cadillac Esclade buyers would be comfortable as herders? this says nothing about stautus and more about wanting to impress some liberal arts students who will live in their parents house living paycheck to paycheck and in their best earnings year will be able to afford a 20 year old kia.
Dare greatly isnt better. It all reaks of elitist arrogance, but then again, that is probably what many people want.
A sad world we live in now.
“Elitist arrogance” is telling someone to be bold and to reach beyond themselves for something better?
If you are spending that much money on a car, yes it is probably what you want.
The only problem I have with this ad is the non-premium vehicles. They need less Sorentos and RAV-4s and more Benz GLS, Q7s, Range Rovers (yes I saw that LR4), and Cayennes
This commercial is slightly better than the rest of the Cadillac campaign, but its still not very good. I think Cadillac needs to find a new advertising agency….this “Dare Greatly” campaign SUCKS and sales are suffering as a result.
I like the commercial.
Most of the car buying public is a mindless herd.
Was it filmed in Fort Worth at the Stockyards?
Bentley’s introduction of their Bentayga demonstrates that the ceiling for a super-SUV over the price of the current Escalade exists which means Cadillac needs to take the Escalade to the next level and should include more power as well as a Hummer option which gives the Escalade the ability to go off-road and using the Hybrid module from the upcoming CT6 Hybrid, build a Escalade Hybrid because true luxury means the best of everything as it should include a 600 horsepower supercharged 6.2L V8, mechanicals from Hummer which would allow the Escalade to go off-road and a Hybrid module for superior gas mileage to SUVs featuring turbo-diesel engines.