Last week we reported that the 2020 Cadillac CT6 had made an appearance at the ESPYs (Excellence in Sports Performance Yearly Awards) on the red carpet.
In addition the that little bit of product placement, Cadillac also aired a new commercial during ABC’s coverage of the awards ceremony. The 60-second advertisement, dubbed ‘Made to Move/Summer Lights’, features the Cadillac CT6 sedan along with the XT4 and XT5 crossovers and the Escalade SUV. There’s no voiceover, with the ad essentially serving as a summer-inspired music video for the electronic song ‘Diamond Veins’ by artist French 79.
While the idea for this video is simplistic, we’d say it’s relatively well done, capturing that magical feeling that a fun summer night out is known to muster. It was put together by Cadillac’s ad agency Publicis North America, which stuck with Cadillac after former chief marketing officer Uwe Ellinghaus left the company in March of last year.
While this ad aired during the ESPYs, it may appear elsewhere on television networks throughout the summer, perhaps in a shorter 30-second cut down take. The ad is representative of Cadillac’s current lineup, after all, leaving out the ATS and CTS and focusing on crossovers and SUVs. It does not have any scenes with the CT5 or CT4 sedans, either, which won’t arrive in showrooms until later this year.
Check out the ad embedded above and feel free to let us know what you think in the comments below.
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Comments
Having loved Cadillac since I was around 9 years old, having a family who owned several (parents, brothers, etc), having sold them for a total of nearly 13 years, having owned numerous myself and still trying very hard to stay a Cadillac guy, it hasn’t been easy for the past few years. But I’m still a fan.
As I’ve said in my posts before, I don’t get the whole advertising thing showing luxury brands racing down the street (or road, or on sand…..) or how that is supposed to stir luxury emotions. This one showed them driving in a more sensible manner, but it didn’t do anything to stir any desire or need within me. The all silver line up didn’t do much. It was quite dark. There was a lot going on which seemed to take my focus off the cars. On a scale of 1-10 with 10 being the best, I’d give this one a solid 6. But Cadillac needs to do so much more to get people to focus on the luxury. Maybe they can look back about 30 to 40 years for some good ads.
“Maybe they can look back about 30 to 40 years for some good ads.”
What you miss is that is that there were many ads from that same time period that simply missed their mark or just flat out bombed.
Not everything from the past is an indelible gold standard by which the future is judged by. Certainly not for Cadillac’s sake, and most certainly not for products intended to be sold to luxury consumers.
Those consumers want to be reminded of where they are now with what they’ve achieved, not to reflect on a time period that predates them.
How is the 30 year old account manager supposed to resonate with a Cadillac ad from 40 years ago if Cadillac struggles to resonate with him today?
You know what Grawdaddy? I don’t normally do this, but I’m asking you to please stop trolling me. It’s been nice for a while, but here you go again. I can only imagine that you must be so much fun to be around as you constantly proclaim your authority on so many subjects.
What I posted is my opinion and we all have one. It’s what I like and I chose to share that with others. If you wish to post your opinion, please do so but not piggybacking on my post. Feel free to tell everyone here and anywhere else how you feel or what you like. But I find your condescending tone and know-everything stand to be more than just annoying. You ask how a 30 year old account manager is supposed to resonate with an old ad. Who exactly made you the authority on advertising? Are you some super important advertising exec? Do you run a Fortune 500 company? Did you write the book on luxury? Just why exactly do YOU think that a 30 year old today is unable to associate with classy advertising? That they can’t understand what luxury is or relate to what it was years ago?
So I’m being nice when I ask you to refrain from commenting on my posts like you are the ultimate authority. Thank you.
he is expressing his opinion about your comment.
if the internet was 1/2 as civil as what he wrote, it would be a huge improvement.
the commercial was a bit dreamy and i guess it was supposed to lull you into a feeling of anticipation and wonderment. on that level, i think it was effective.
for me the best part was the ct6 appearance that lasted about 1 second. beautiful car.
The CT6 IS beautiful. This new face on it might be the most beautiful Cadillac has ever done. That trademark slight smile is right there!
That is incorrect Steve. What he did (and has done many times to me and others) is quote back something I said as my opinion and then went on to tell me how I was wrong. Please go back and re-read his first couple sentences.
If he/she wishes to inject their opinion, great. Do it on his/her own comment and make it your opinion. When a person attaches onto someone else’s comment, points out that they are wrong (can an opinion be wrong?) and proceed to tell them why, it’s not their opinion any more. Seems to me that he/she may have control issues.
IMHO, I think the core issue in-play is really understanding what “Luxury” means today compared to 10-20-30 years ago.
Luxury isn’t so much about “acquiring” things as it is the ability to not have to “do” things….finding products / services that are easier and faster to engage, with minimal commitment and maximum instant gratification / flexibility.
So, instead of having a new Cadillac in your garage every two years, you have someone pick you up and drive you wherever you want, whenever you want.
It checks all the boxes.
if luxury is having someone pick you up and drive you, you are going to be extremely happy in your 80s.
meals on wheels(no cooking), dial-a-ride(no driving), depends adult diapers(no bathroom), motorized wheelchairs(no walking), etc …
Was not a fan of dare greatly. This hits an absolute home run. So good it doesn’t need a voiceover. Each vignette is perfect and you can feel the emotion they are appealing too. It may be a memory of the events that is comforting or looking forward to doing these summertime activities. It’s beautifully done and connects the events to the cars. Applause for ad agency.
In thinking on it further, it reminds me of the idea behind the old iPod commercials where a song was used and no voiceover. The images were of things you would feel with an iPod. The Black Eyed Peas one comes to mind.
Effective advertising is the art of taking something folks haven’t heard of before and making them feel they’ve wanted it all their lives.
Love this great explanation!
Lincoln’s ads with Matthew McConaughey seem to hit people in different ways, but I think they are effective. The scenes are tranquil, serene, and shot at just the right pace. The vehicles look bold and comfortable. By contrast, the Cadillac “Summer Lights” ad moves too quickly and has too many rapid scene cuts, whooshing sounds and loud noises, and no interior shots. The vehicles seem a second thought. But maybe that’s what they need to do to target a younger generation of buyers these days. Still, you can do all of the activities in this ad with any old car. What makes driving a Cadillac different?
@Mike: Agree 100%. Well said.
Expand on that 1 second of CT6 cornering prowess, please. I had one for a loaner and that is what amazed me.