Cadillac Flexes Its Content Marketing Muscles In ‘Indomitable’: Video
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Cadillac’s “Dare Greatly” motif has searched long and hard for individuals and stories that run parallel with the comeback it’s planning on executing. Most recently, the brand took to Bayonne, New Jersey to highlight one of boxing’s finest stories: Chuck Wepner.
Wepner was tapped to fight reigning champion Mohammed Ali, but it was thought Wepner would be down for the count before five rounds at most.
Except, Wepner went toe-to-toe with Ali for all 15 rounds, even knocking him to the ground at one point. It’s a story of daring even when you’re not thought to be close to accomplishing what it may be.
That’s the story with the Cadillac division, as the American luxury marque tries to be the comeback story of a century. Distinctly American, full of energy and ready to position itself outside of the box.
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Chuck Wepner, the inspiration for Stallone’s “Rocky” films. But I don’t see how this is supposed to sell Cadillacs.
I do. You won’t know unless you’ve dared greatly.
I know that sounds like a cliche, but the message is simple and can apply to anyone: If you don’t reach beyond your comfort zone, you get nothing in return.
Cadillac is trying to reach beyond its comfort zone of stale barges and make their cars something to behold. You can’t do that while staying stuck in the past.
I mean that’s gist of the fabled ‘American Dream’; people reaching beyond themselves to make themselves better. I get it. It’s a simple narrative that doesn’t get complicated or lost when its told to others.
Grawdad, I don’t doubt that people can watch “Rocky” – the movie inspired by Wepner’s match with Ali – to dig deep within themselves and reach for their dreams. And perhaps the Wepner video could likewise inspire some people, though it lacks the stirring Bill Conti fanfare and jog up the steps of the Philadelphia Museum of Art. But I don’t see how the Wepner video sells Cadillacs, except maybe as an aspiration to working class people (especially in New Jersey) in semi-retirement. Which has been a large segment of its customer base all along, but seems to be the plush-ride (i.e. non-sporty) base people like you would like Cadillac to leave at the curb.
I just don’t see how this video appeals to young and middle aged, rich men who fancy themselves as NASCAR drivers, which seems to be the small slice Cadillac is aiming for now. And no offense intended to Mr. Wepner, but his aging, battered face does not seem to correspond to the clean, fresh lines that Cadillac cars would like to showcase in their elegant auto designs. Maybe Wepner’s bleeding (“Bayonne Bleeder”) is supposed to suggest that Cadillacs might leak a lot of oil, but they keep moving, until they collapse in a heap 19 seconds short of their intended destination?
I also don’t see the “comfort zone” you are trying to connect with Cadillac. It’s a car. I can aspire to things in life, plan and work for them myself. I don’t need a car that aspires to be great “some day”, I want one that gives me what I want right now, at a price I’m prepared to pay. And Cadillac shouldn’t be trying to position itself as an underdog and ultimately a loser (no matter how loveable or inspiring the story). Cadillac historically is a winner, that’s why “Cadillac” became an adjective for “the best”, i.e. most elegant, highest-tech, highest-quality, most luxurious, etc. (e.g. “the Cadillac of toaster ovens”, “the Cadillac of smart phones”). Cadillac should be identified with Ali, not Wepner; with the historical New York Yankees, the Montreal Canadiens, etc. Cadillac historically means the leader, the best, not the wanna-be.
If this is what Uwe Ellinghaus thinks is great marketing for Cadillac, it’s time for him to be replaced. Unless of course he’s trying to reconnect with the working-class semi-retired and retired that might relate to Wepner, which is fine with me, but I thought he was going for a much different market now.
This ad makes me want to add boxing to my workout routine, but doesn’t even make me consider trading in my BMW 5 series for a Cadillac. In fact, cars were not even on my mind after seeing this
Is anyone else as profoundly annoyed by these kinds of ads as I am? Cadillac’s commercials NEVER talk about the products they’re trying to sell. We get it, “dare greatly”. Well I DARE you to actually try and sell your product to consumers. Want to advertise a CT6? Talk about its advanced platform and how light it is. Talk about magnetic ride control and rear-wheel steering. Talk about night vision and 360-degree cameras. Do this for ALL of your products. Show and tell WHY people should buy your vehicles. Actually give people reasons to look into them.
I’m a Cadillac guy and I want the brand to succeed, which is why this kind of thing frustrates me so much.
Chris,
Sometimes the best campaigns don’t mention the product at all. As humans, we love to buy, but hate to be sold to. It’s even more true for younger audiences.
The greatest example of this is Mazda’s “Driving Matters” campaign, in my opinion. The vehicle is never mentioned in the dialog, but you know it’s a Mazda ad, and it exemplifies attributes the brand wants to align itself with.
I’m not saying Cadillac’s approach is perfect, but I understand what they’re trying to do here.
Cheers,
-Sean
Sean’s right – there’s a time and a place for details: that said, after pursuing millennials and fashion for two years, Chuck Wepner kinda comes out of left field.
Chuck Wepner? The dude who stepped on Mohammed Ali’s toes to knock him down? The refs let him cheat and he still got his arse handed to him.
Cadillac needs a better champion than that.
I’m glad someone remembered/mentioned Chuck stepping on Ali’s foot.