• Oct 12, 2009
Click above to view Modernista's Cadillac commercials after the jump

It was three years ago that Cadillac switched to ad agency Modernista!, and one year leater it rolled out its "Life. Liberty. And the Pursuit." campaign. In a four-sentence statement put out by Cadillac General Manager Bryan Nesbitt, the brand is looking for a new agency and Modernista! "has elected not to participate" in the search.

There have been various reasons given for the split. An agency rep said it was down to "creative and strategic differences." Another report said it was about fees and Cadillac not being able to stick with a small independent, versus going with a shop under the same corporate umbrella as GM's other ad agencies. And Fritz Henderson said "We think we can do better."

Cadillac did well enough with the Kate Walsh ads, and its Reignition spot created the kind of anticipation the brand sorely needs. We look forward to seeing what kind of "better" Henderson and Lutz have in mind. In the meantime, follow the jump to check out some memorable Caddy ads from Modernista and a spot from the campaign before, "Breakthrough."

[Source: GM]











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    • 1 Second Ago
  • 28 Comments
      • 5 Years Ago
      Bring back the ducks.
      • 5 Years Ago
      How about just kick the agency all together and drop the price by 20%
      • 5 Years Ago
      The Breakthrough campaign was NOT done by Modernista! The Breakthrough campaign was responsible for jump starting that brand again. The campaign was done by Leo-Burnett, but all of those cats responsible for said campaign have moved on to other shops.

      The only things to come out of Modernista! were crap celebrity endorsements and god awful print. Here's hoping this works out for the better.
        • 5 Years Ago
        Yeah, Modernista blew it, big time. This firing was coming like a freight train from the moment the Kate Walsh spots broke (with heavy rotation on male-dominated programming no less). Cadillac was immediately turned into a "woman's car" brand and that's the kiss of death for your 'non-women' buyers. They saw the male demo share of purchase plummet overnight and the writing was on the wall.

        Besides, the ads were so typical and had nothing unique to the Cadillac brand. Caddies being fired into the desert? Women and celebs talking about "arriving" or being "excited"? Please...
      • 5 Years Ago
      good. hip music and hot cougars have NOTHING to do with Cadillacs
        • 5 Years Ago
        I'm not sure about that. I don't think I've ever seen a Caucasian driving an Escalade in the DC area.
        • 5 Years Ago
        @ Dan

        Really? All I see is white people driving Escalades here in Dallas, at least the new body style.
      • 5 Years Ago
      Maybe they should hire Peter De Lorenzo.

      Should be an interesting Autoextremist post this week.
      • 5 Years Ago
      Anyone else think that "modernista!" is quite possibly the dumbest name for a company?
      • 5 Years Ago
      The best Cadillac ad was the "Roll" ad from 2007

      • 5 Years Ago
      LUTZ is a DROOG and needs to be out on the street. He's a fat frog of a man with no idea of how to do anything other than be obnoxious!
      • 5 Years Ago
      Well, let's not forget that Modernista! was responsible for the fantastic Hummer launch commercials back in 2004 and actually made all of the Hummer ads come to think of it. Now, if you tell me some of those aren't masterpieces (made me want to buy a Hummer so bad even though its a twat-ish car), I'll tell you you're a fool.
      • 5 Years Ago
      Nice.
      • 5 Years Ago
      I always thought the Kate Walsh ads were more creepy (do-ability aside) than motivational (as in motivated to take a closer look at Cadillac).
      • 5 Years Ago
      This is a shame, I thought the recent Cadillac commercials really revealed the cool aspect of the brand. Let's hope that whoever they use now can keep up the pace. After all, Genesis was the coolest song I think I've ever heard in a commercial.
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