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Cadillac To Pursue Marketing Efforts With Celebrities

As Cadillac works to lock in on its brand identity, it’s also developing its marketing efforts with a focus on celebrity appearances. It’s a theme we’ve seen in the past, and as we’ve confirmed with Cadillac President Steve Carlisle, it’s a theme that will continue with into the foreseeable future.

Caddy President Steve Carlisle pictured left, Oscar-winning director Spike Lee pictured right.

During the debut event for the next-generation 2021 Cadillac Escalade, we asked Carlisle if the brand would continue to leverage celebrity messaging in its marketing efforts.

“I think yes, it’s part of the resonance of the brand,” Carlisle said. “That’s one of the reasons we did [the Escalade reveal] here – this is Beverly Hills, the luxury capital of the world, so there’s a terrific association here. To use entertainment as an example, Cadillac is on more album covers than any other brand and we’re in more songs by a long shot than any other brand. And not just songs from 30 years ago, but Cadillac is a very contemporary brand in pop culture today, so there’s a lot of that too.”

Meanwhile, the automaker’s cross-town rival, Lincoln Motor Company, does not have the same sort of pop culture success, although it does employ actor Matthew McConaughey in its advertising.

That said, Cadillac’s celebrity messaging has included a short film directed by Oscar-winning director Spike Lee. Titled “Anthem,” the film introduces the new 2021 Escalade. Lee was also on stage at the Escalade’s debut in Hollywood back in February.

What’s more, Oscar-winning actress Regina King helped to introduce the “Make Your Way” ad campaign during the 92nd Academy Awards, and she provided voiceover narration for the “No Barriers” video advertisement.

In addition to celebrity support in its advertising, the automaker has also completely revamped its vehicle portfolio, which now includes the all-new 2021 Escalade due to launch later in 2020, as well as the new XT4 and XT6 crossovers and the new CT4 and CT5 sedans. The portfolio now covers some 90 percent of market segments by volume in 2020, as opposed to the 52 percent coverage seen last year.

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This post was created in collaboration with our sister publication, Cadillac Society.

Jonathan is an automotive journalist based out of Southern California. He loves anything and everything on four wheels.

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Comments

  1. Does any one really care what celebrities say???????? I dont! We have 3 Cadillac’s and not one of them were bought because a CELEB said we should. What a JOKE!

    Reply
    1. I’m sure it’s just a little bit of monkey see, monkey do. Lincoln has Matthew McConaughey…. and Cadillac who?

      Reply
  2. This will do very little to move the needle. Spike Lee… seriously? Why would anyone take his recommendation on anything? Regina Who? Seriously?

    When the ATS came out they had that gorgeous red one flying through the (what appeared to be European) landscape. It was exciting and striking, it was fresh and new… I haven’t seen a single Cadillac commercial since that was inspiring and exciting like that one.

    Movie “stars”, Basketball “stars” perhaps for the Escalade but that won’t translate because that vehicle IS a Cadillac regardless of its foundation. Its big, bold, brash, in your face, its a Caddy. They need to relaunch the CT6 w/any GM V8 and market the heck out of it. Make a 2 door version….

    Nope… another waste of time and money for GM / Cadillac…

    Reply
    1. I’m surprised you haven’t heard of Academy Award and Emmy winning actress Regina King.

      She’s someone younger buyers would know.

      Reply
      1. I know who she is but she is likely to influence very few customers IMO. They need to advertise to places people with money are. PGA for sure, Mercedes has sponsored The Masters for years… it would be huge as its a global audience. Super Bowl, NFL would be strong as well.

        Reply
  3. That entire Spike Lee presentation was dull and unimpressive. I don’t know what I expected but I didn’t see anything worth the hype.

    Reply
  4. So Hollywood is where it’s at now according to Cadillac. I’m old enough to remember when they thought it was New York. Actually wait five minutes and it’ll change again.

    Reply
  5. Maybe Dinah Shore is available, again. Don’t think the buying public is impressed with celebs like back in 50s and 60s. Dan (Hoss) Blocker Chevy Truck ads on TV back in the day.

    Reply
    1. Cali rather you love or hate it is the “fashion” trend setting. Cadillac is wise to get back into it’s old stomping grounds. Before Benz/BMW the big-shots rode Cadillacs in Hollywood.

      Reply
    2. At least motorheads knew that Dan, owning a1965 Chevrolet Chevelle Malibu SS 396 Z16, could talk to Chevys.

      Reply
  6. Before the launch, someone should have told them to do a better job on the side exterior – what a joke. The bigger fools are us, the GM fans, who wait year by year for some renaissance and it aint happening – especially with your frumpy aunt Mary bara on board.

    Reply
    1. Bravo.. a voice of reason….

      Reply
  7. Waste of time and money to try pursuing a group of people who do not accurately reflect the country; I wouldn’t buy a notebook computer based on what someone says let alone a major investment like a car which is usually the second most expensive purchase most people make in their life.

    Reply
    1. Neither the Bolt speak to parts of the nation but GM don’t need to be in that market?. GM IMO needs a major push back into metropolitan areas. All this “real M’erica” theme thrown around and trucks only will alienate leftover city buyers.

      Reply
  8. This is what you want to to do for image as it reflects on the product and then the product reflects on the owners. How do you really think BMW became the go to luxury car it has become.

    The trouble is it is hard to artificially create this image through advertising. It generally has to be created by being seen naturally or in well placed media.

    Just doing commercials with a big name moves nothing. But being seen in the tight TV show or the tight sports hero is seen driving the model etc is what drives this.

    Just like the name Equity of tiger Denali name is because the right people in town were seen driving one. It is now you don’t just own a Yukon you own a Denali. For GMC it happened naturally and it has attracted the right people.

    Cadillac would be best off giving products to big high profile name seen in the media. No advertising or marketing just let the product be seen in the media with the big names.

    HUMMER also enjoyed this as many were driven by sports, Rap and Rock stars. They were not paid for it but they were seen.

    Even Ferrari enjoyed the media of being the car of Miami Vice and Magnum PI.

    Pontiac sold tons of Trans Ams with Smokey and the Bandit.

    I am not a fan of Fast and Furious but a nice tuned V series sedan could sell a lot of cars to younger owners.

    The problem is the folks running Cadillac just have no idea what to do or how yo do it.

    Reply
  9. Ya know, Cadillac put out a great ad a few years ago for the oscars but it seems to have disappeared from the internet. I forget the name, but it showed all the past and current caddy models whiel songs mentioning “Cadillac” played in the background.

    By far one of the best Ad’s I’ve ever seen.

    Remember when Cadillac was struggling? they had those super dull, boring ads of slow drive bys of CT6’s in NYC? Then shortly afte tthey had a few really great ads (the past is just that, the past). Lookup “Cadillac 2018 commercial” on youtube. By far my favorite car ad ever! They seem to have lost their way!

    Reply
  10. throw enough money at any celebrity and they’ll endorse just about anything.

    anyway, gm marketing was boasting that they discovered people who enjoyed magic shows liked cadillacs. maybe they should buy off penn and teller for a commercial spot.

    Reply
    1. Good comment as “Magicians” are the only ones that can help make GM vehicles disappear from dealer lots…. LOL….

      Reply
      1. Xjug

        I can’t wait until the middle schools open back up, and make you disappear.

        Reply
      2. I’d downvote but Ok, that was funny, lol…..

        Reply
        1. Guestt – 🙂 I couldn’t resist… to bad PiG has no sense of humor… perhaps he should look in the mirror?

          Reply
          1. Xjug

            Hey Junior, I think I hear your mommy calling. You better go do some chores before you get in trouble.

            Reply
  11. Maybe they’re expecting a Spike in sales, cuz, y’know, his name …

    Reply
  12. FIRST CADILLAC NEEDS TO BUILD A CADILLAC. THAT MEANS A CT6 OR BETTER AND ADVERTISE IT WITH A BEAUTIFUL WOMEN IN JEWELS AND A GOWN IN FRONT OF THE COUNTRY CLUB. ALL THEY HAVE NOW IS FANCY CHEAP CARS WITH AN EXPENSIVE PRICE TAG, TRYING TO SELL TO THE MASSES. THEY HAVE RUINED THE NAME CADILLAC. NO ONE DREAMS OF WHAT IS AVAILABLE NOW. I USED TO DRIVE PAST THE DEALERSHIP EVERY NIGHT AND STOP AND LOOK IN THE WINDOW TO SEE WHAT MIGHT BE NEW. NOW WHEN I GO IN FOR SERVICE, I DO NOT LOOK OR WALK NEAR THE SHOW ROOM. THERE IS NOTHING IN THERE I WANT TO SEE. THE LEAST THEY COULD DO IS BRING OUT THE XLR VERSION OF THE CORVETTE C8.

    Reply
    1. “..I USED TO DRIVE PAST THE DEALERSHIP EVERY NIGHT AND STOP AND LOOK IN THE WINDOW TO SEE WHAT MIGHT BE NEW.”

      Every night?

      Reply
      1. ….rotflmao

        Reply
    2. I agree with 99% if what you said. The current line up do not represent “Cadillac” very well, or compete against the competition. Mgt is still trying to figure out what they’re doing until Typhoid Mary takes it all to EV… which is an expensive gamble…

      Reply
  13. Thank you for having a strong leading WOMAN in this ad. Most auto commercials show men as the leading driver, so this was a nice change and reminds women they can get to wherever they want. I could never afford a Cadillac so I will never know how these vehicles drive. 🙂 For those wanting to leave a negative comment, please don’t. Please be kind and bless someone instead.

    Reply
    1. MC, JUST BUY A USED CADILLAC WITH A WARRANTY. I KEEP SEEING PEOPLE BUYING NEW CHEAP CARS FOR THE SAME PRICE AS A USED ONE OR TWO YEAR OLD CADILLAC.

      Reply

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