Cadillac will launch its new TV commercials today using a new tagline of “Mark of Leadership.” Instead of having someone talk about the brand, Cadillac will let the music and the text do the talking.
“There’s no voiceover at all,” said Don Butler, U.S. marketing vice president for Cadillac. “The tone of voice that it has is the music itself.”
The commercials will introduce the tagline that Cadillac developed with BBH (Bartle Bogle Hegarty), the ad agency it hired earlier after suffering four straight annual U.S. sales losses.
It was reported in March that Cadillac will distance itself from the General Motors name to avoid the stigma of the group’s $50 billion U.S.-backed bankruptcy last year. Cadillac will slowly erase the GM name from its marketing and dealerships.
You can check out out all the new “Mark of Leadership” commercials after the jump.
Mark of Leadership: The 2010 Cadillac CTS-V:
Mark of Leadership: The 2010 Cadillac CTS:
Mark of Leadership: The 2010 Cadillac SRX:
– By: Omar Rana
Source: Automotive News (Subscription Required)