VIDEO: Cadillac advertising in China
Advertising a product on television can be a very complicated exercise, as each demographic and market get its own specialized message. Many people who travel overseas notice that commercials are peculiar outside their native market, and anybody that sees GM's new Cadillac commercial for the Chinese market has to be scratching his or her head.
In the commercial, a large group of 18th century Englishmen (or American colonists?) are trying to wrangle a wild horse, when a Cadillac SLS comes in to tame the beast while the wig-wearing gentlemen in puffy Seinfeld shirts and petticoats run for cover. We think the premise of the commercial is that the beauty of the SLS tames the savage horse, but with all those makeup-wearing colonists running around, we're too distracted to know for sure. Hey, here in the States we have Abe Lincoln pitching insomnia medication, so anything is fair game. Hit the jump to view this bizarre pitch, and chime in to let us know what you think.
[Source: YouTube via GM Inside News]
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Reader Comments (Page 1 of 1)
Brooksie 9:07AM (5/21/2007)
SLS
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Hidavi 9:08AM (5/21/2007)
cool. I expected some strange dude in a fruity constume running around screaming and getting hit by a Caddy or something. Its just something I'd come to expect from an Asian ad...
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George Krpan 9:15AM (5/21/2007)
Music borrowed from the movie, Girl with a Pearl Earing.
What a stoopid commercial.
Is this what appeals to affluent car buyers in China?
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AMcA 9:40AM (5/21/2007)
This pitch isn't bizarre at all. It gets across the idea that the Caddy is powerful, strong and respected by a fine beast. It's not a car for silly courtiers, it's one for thoroughbreds.
It's a great commercial. Subtle message, beautiful to watch.
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Rene Curry 10:35AM (5/21/2007)
I am in China. I seen the commercial on TV. AMcA is probably right about the meaning of the commercial. However, I would have thought something better could have been conceived. Too dark (not in brightness, but in tone) & distant.
I have noticed they love movies with powerful flying women that are warriors...no kidding They need a spoof on that!
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Brooksie 1:24PM (5/21/2007)
Corny. Its a car taming a horse.
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lifesuk 2:30PM (5/21/2007)
i am in china too, and i am delighted to say the director is Louis Ng, who has been working on commercial art for more than 20 years, he was titled as "the greatest commercial director in Asia". if any of you think this commercial is a failure, i dont want to say this, but you have no sense of art at all.
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Brooksie 3:49PM (5/21/2007)
I guess that's why I'm an art director.
It's corny garbage shot on expensive film. Just because the director is good doesn't make it a good spot. I've made better TV spots with $5k and a good idea.
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Rocket Punch 7:29PM (5/21/2007)
lol, at #8....yeah. I am sure you can. Don't forget us when you make the big bucks, "Spielberg" ! (~_~")
The commercial is light years better than most North American car commercials, may be cause they only spent 5k on one??? LOL.
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Derek 10:17PM (5/21/2007)
The SLS is a stallion?
eh, I'm a car guy. Give me some good shots of a car with a decent background and nice music and you've got my attention.
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Brooksie 9:40AM (5/22/2007)
Hey bro, I've made worse commercials with a million bucks and a lame idea. All I'm saying is:
It's a car taming a horse.
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Heydn 7:22PM (5/23/2007)
My guess is that Cadillac is trying to associate itself in China as an exclusive, luxury, European-type brand--hence the very European setting. Were they to associate it with images Americans are used to with Cadillac, I don't think it would come across as being a very desirable brand.
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