A new commercial for the Cadillac CTS sedan released earlier this month and entitled The Game shows a young, attractive couple driving a 2017 CTS Sedan on what appears to be a downtown road. When the female passenger put on a radio station playing a classical melody, the driver’s task was to identify it as part of the game (hence the title). And identify correctly he does as none other than the legendary Suite No. 1 in G Major by Bach.
The question is, did the driver know the melody by heart, or did he instead use the CTS’ customizable head-up display to figure out the song? You be the judge.
Cadillac CTS’ head-up display
The GM Authority Take
Finally, the CTS gets some much-needed advertising support. This makes us very happy, as CTS sales continue on a downward path, though we should note that the entire midsize prestige luxury segment is experiencing a decline.
Even so, the spot does a great job of highlighting the CTS’ head-up display tastefully: the car looks beautiful, the setting continues with Cadillac’s theme of ads shot on city streets, and the two stars of the commercial appear to be quite young and quite attractive. Sounds good to us.
Cadillac CTS stars in “The Game” commercial
Comments
I love the new Caddy’s, but let’s be honest, a couple like that is going with Lexus, Acura or Hyundai. The nee Cadillac division is for car people, enthusiasts who appreciate and know about cars. I guess the commercial is just trying to reach out and broaden things, but we GM people know better.
I don’t see any reason why a “couple like this” would NOT buy a Cadillac. Granted, perhaps not a CTS, but definitely an ATS. Sure, they are great driver’s cars, but are also great luxury cars as well.
And anyone shopping Acura and Lexus will not be found close to Hyundai (unless it’s a Genesis, which is becoming its own brand). Mentioning Acura, however, also warrants a mention for Buick.
That would be the whole point of the commercial to show people who would typically gravitate to Lexus, Acura or BMW another viable and equally competent alternative.
Cadillac is not just trying to sell to enthusiasts. As you know very few buyers actually exploit close to the full potential of their performance vehicle.
Speak for yourself, ‘GM people’ know it is important to broaden the reach of the product beyond traditional buyers. Part of sales have to come from conquest sales.
Right there with you, EvDave.
The whole point of this ad is to show young, successful, and attractive people driving a Cadillac — cars developed for those who are successful (young, old, good or bad looking). The point is to show the brand and its vehicles in a positive and aspirational fashion, that also might be slightly entertaining (resulting in viewers actually wanting to watch the ad and/or being engaged in it).
And if Cadillac only sold to enthusiasts or traditional buyers, its sales figures would be minuscule (see Chevy SS Sedan sales). Its goal has been and continues to be to sell into BMW, Mercedes, Audi, and Lexus customers. And though it’s not astounding success doing that right now, it is vital to remember that it is only in the beginning of a long and monumental turnaround that will impact every facet of its business. When that turnaround is complete, then it will have a much better chance to conquest those buyers en masse. Until then, the conquesting will be incremental.
As i see these last two Cadillac commercials playing the social card with diversity. Sorry I don’t think car commercials are the place to take a stand on diversity. What’s next a cross dresser in his/her Cadillac. Stick to the product you’ll sell more cars and dont get involved in social issues.
Well, like it or not, this country is more diverse than ever.
However, I do see the car in the commercial more so than the people. I could care less who is driving it. Is it such a bad commercial to you? I actually like it. The commercial is not going to run forever since it is advertising summer’s best to move the ’16s off the lots quicker. Don’t know why some make such a big deal out of stuff.
Agreed in general.
Also, we should keep in mind that the bumper offer (at the end) can be substituted at any time for a different offer/time period.
I do not think it is the diversity card being played at all. Simply showing a couple driving in a car and showing off one its feature.
Mr.Dcar, thinking this is a race play shows where your head is at.
EVDAVE. Sorry in the metro area were I live I don’t see this in my everyday travels except in a few occasions. But when two commercials one after another, are presented with couples of different races I question what the seller is trying to tell me. If it is not an issue why present it in this forum. Cadillac needs to stay focused on the car and it’s features.
That is exactly what the commercial is focusing on. A great car and a unique feature at a good price.
Although nothing in advertising is unintenional I do not see a social play on Cadillac’s part at all. If anything Cadillac is just trying to appeal to a broader demographic as it tries to pry away sales from the Germans and Japanese brands. That is what a car company (any company) should do.
In my metro area Cadillacs appeal to a broad demographic.
My point was not to alienate anyone, but to say that wishful thinking doesn’t sell cars. I’m in NY, Caddy’s new base of operations. I go to car shows almost every week and see many new age Cadillacs (CTS-V, ATS-V), driven all over my area and not one couple or person piloting the great machines resemble the two fresh out of college millennials in the commercial. It would be nice if Caddy could sell as many units as BMW every month/year and to a new customer base, but the world is a different place now. GM/Cadillac have accomplished what they set out to do, they reinvigorated Caddy, making it the standard of American automotive style and technology, equal to or surpassing Germany’s best. Stick to advertising that showcases the world class performance abilities. technology and cutting-edge style of the new cars, maybe with a little flashback to the history of Caddy, like lets say Dodge did with their HiPo Mopar stuff. Cadillac will never be all things to all people, but that doesn’t mean there not awesome cars.
Ok, but I think you’re reading too literally into it. It’s not about “wishful thinking” that Millenials will or will not drive a CTS. I fit squarely in the Millenial category one and I drive one… I have fine several friends with the same demographics as myself that drive one as well, from ATS to CTS and ELR and to the ATS-V. Those are examples, and though you might not see people piloting them in a certain area doesn’t mean they don’t exist. But again, that’s not the point.
Instead, the point is to create aspiration. Cadillac is beginning to show its fine cars with the people (demographics) they aspire to want their cars, and the image slowly begins to change. This is analogous to giving away cars to MVPs of sporting events: as others see famous athletes drive cars, they will take notice and associate said car with said athlete, who is associated with success. Cut out the athlete, and you have Cars X being associated with Athlete Y. All in all, this is marketing we’re talking about it, and wishful thinking (or rather, wishful imagery) is part and parcel of the discipline.
As for sales vis-a-vis BMW — see my earlier comment about Cadillac’s gigantic turnaround, which is now in its second year and the fruits of which have come to light here and there, but have not fully manifested themselves. I expect them to show up around the year 2020. That’s when we can expect to see Cadillac sales have a real chance of significant growth.
Alex your points are well taken, I just feel that after all the hard work and countless dollars spent on Cadillac’s rebirth, the cars should definitely speak for themselves. I know thats the opposite of what any AD/Marketing man wants to hear, but I sell the new Caddys to friends, Family and everyone, just by touting how great they are and I often hear how “they remind me of my Father’s or Grandfathers big old boat”. My point (without taking the commercial too literally), is that the young modern NYC dwellers featured, probably don’t even drive cars much less have an interest in Cadillacs if they did. I know I’m biased by being a GM/car enthusiast and I try to have an open mind, because I want nothing more than the best for the General, but I think that trying to educate a non-car-people generation as to the wonders of the new Cadillacs, when they would rather wait on line for three days for a new I-phone is a waste of time, money and effort. The new Cadillacs are so good, such awesome machines in every way, word of mouth should do the trick over time. Benz and BMW have already made lower cost models for the entry level buyer, Cadillac can follow suit without deviating from the real Cadillac buyer, those who know quality, want the best and aspire to attain it. All the others will fall in line and if they don’t Caddy will survive, no doubt.
Sorry. Lame. And, after all the no-incentive talk, boom: a tier 2 cutdown? Really? On “what appears to be a downtown road” … I’d rather see a long format “Game” where she quizzes him with more than just Bach.
An 18/12 cutdown doesn’t say luxury – like I said, that’s tier 2 stuff. So volume doesn’t matter, unless it matters. Like now, I guess.
Am I missing something? When he tells her the name of the song, can’t SHE see it on the windshield too? She doesn’t need to bother him. Just look at the windshield? Any thoughts?
Multi-racial affiliation is one of the fastest growing segment / trends regarding the U.S. population. This Ad represents a very simple concept: embrace the present as well as the future and your product will be a part of both. This is a very tasteful ad that simply adds another set of images to the tapestry of American reality. One shouldn’t find discomfort in adding another place setting at the table. Relative to the ocean of ads that ignore many segments of the population, this short piece his a step toward reaching every conceivable pocket book–just good business that sees only one color: green.
I think this ad is terribly racist.
The ad shows a Black man and an attractive Asian woman. The “game” is initiated to test the Black man’s knowledge of classical music. (Initial racist inference: he’s Black; he shouldn’t know classical music.) He pretends to recall the title to the Bach tune by saying the title slowly, as if he is recalling from memory, in order to impress the Asian female and get in her pants. But here’s the kicker: he doesn’t actually know the title, he’s pretending to remember (by speaking slowly) by reading the words in the screen. So, Black man must use trickery to impress attractive Asian female.
We’re led to believe that she’s impressed — either because he can read (racist), or she’s impressed that he knows the title, but the ad suggests he really doesn’t, that the Black man had to cheat by reading the screen to win the game (and get in her pants).
Help me out here. Does anyone want to defend this deeply racist propaganda?
I don’t see it as racist and I think you are reading way more into this.
As a Black man, it is just a silly commercial gauging the general public to wonder the mystique of the CTS, IMO.
Also, you come across as racist yourself because few Blacks listen to all genre of music. In fairness, most Blacks listen to R&B, smooth jazz, Rap, Hip-Hop and Pop but that does not mean Black people can’t listen to any form (genre) of music if they feel the need to.
Again, it is a silly commercial which you are reading way too much into.
This commercial is meant to be so reflective of the new Cadillac buyer, but in reality it shows who would never buy/lease a Caddy. The racism is suggesting that the pretty young Asian gal and the modern educated young black man are actually listening to Bach rather than Jay Z and that their tastes should be the latter. The unfortunate fact is that we are discussing the validity or appeal of a TV commercial, showing who GM wishes will get into a Caddy, rather than the incredible cars themselves. Take the people out, unless their paid celebrities, car guys like Tim Allen, Jay Leno, etc, spend the money the right way. These commercials in NYC, again are wishful thinking. I’m not a racist but s realist, I know black guys and girls and their car eyes go towards the high end Jap cars and if the have the cash, German. The new Caddy’s draw the enthusiast and those who have been driving them for decades. Wanting new blood is fine, but Bach and cruising in Manhattan, where they don’t want cars driving anymore is insulting and fruitless. Sorry.
JohnIs of course didn’t want to sound racist, my point was that the ad is not so in touch with this target demographic. It’s just so obvious and deliberate, that it’s annoying. You’re right we are all looking to much into it, but that’s because there’s more there than the car, in my opinion that’s why the ad fails. Show me the car, no people and that’s it.
Anyone happen to notice the other ads? All with African Americans “driving” (read: chauffeuring) those of other nationalities?
Or did we all stop watching after the first comercial in the campaign?
Not trolling just stating facts (for those oblivious sensitive types out there)
-M
Has anybody visited Vapor 1? x