Cadillac kicks current ad agency to the curb, seeking new suitors
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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Reader Comments (Page 1 of 2)
coolremo 9:34AM (10/12/2009)
They should use Audi's advertiser. Their commercials are the best.
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adrenalnjunky 11:28AM (10/12/2009)
funny - I can't recall having seen an Audi commercial in forever. I don't watch tons of TV, but between football, and several current series shows I DVR every week, I can't remember seeing any.
Not what I would call effective marketing, regardless of the quality of the commercials themselves.
mapoftazifosho 9:43AM (10/12/2009)
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.
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Paul 4:48PM (10/12/2009)
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...
abbas350 9:51AM (10/12/2009)
good. hip music and hot cougars have NOTHING to do with Cadillacs
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Dan 12:40PM (10/12/2009)
I'm not sure about that. I don't think I've ever seen a Caucasian driving an Escalade in the DC area.
abbas350 2:49PM (10/12/2009)
i said HIP, not HIP HOP
KeatMP 3:23PM (10/12/2009)
@ Dan
Really? All I see is white people driving Escalades here in Dallas, at least the new body style.
HotShoeStudios 10:05AM (10/12/2009)
How pathetically laughable. This is what it has come to?
Instead of focusing on designing an incredible product they worry more about the hype. It's a car for crying out loud not a Lohan or Kardashian. Give it some substance and beauty and every car mag and news outlet will be singing your praises on their pages for free. Better yet, people will beat a path to your door to buy it.
What knuckle dragging moron is influenced by an ad when it comes time to buy a car? Has our country really gotten that stupid? I must be getting old!
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mapoftazifosho 10:25AM (10/12/2009)
If you REALLY think that advertising has NO affect on you or other consumers, well you're delusional.
cWj 11:06AM (10/12/2009)
Well, perhaps they feel they *have* done the job with engineering and no longer need to spend as much for advertising....
(you did read that part about no longer having ad sources separate from the rest of GM, no?)
Tim 11:19AM (10/12/2009)
You should tell that to Audi, BMW, Lexus, and Mercedes. I see advertisements from those brands just as frequently as I do advertisements from Cadillac. Advertising is part of the game, especially in a segment where image is so important.
amg 12:31PM (10/12/2009)
Yes, it has in many ways. Hype, "journalism" and other factors work in tandem with the actual product to form out opinions. There are actually plenty of marketing studies on this topic.
Anyway, I never understood the current campaign. Have they been saying that current Cadilacs are only driven by Cougars? Thats what it seems like to me.
HotShoeStudios 12:45PM (10/12/2009)
I can see how advertising plays a role with insecure poseurs or people who aren't educated about cars but I can honestly say is has ZERO effect on my actions. I could absolutely care less what ads have to say about a car. In fact, 90% of my TV viewing is done thru DVR and I skip thru all the crap.
If I'm in the market for a car I'm influenced by my eyes, test drive, and road tests done by various credited magazines/sources. I've never seen an ad and said "Oooh, I just have to get that Cadillac because So and So thinks it's like a hot dress and dark chocolate!" Celebrity endorsed ads without credence make my puke.
REDBLIND 2:11PM (10/12/2009)
This is what it has come to?
Hardly anything new.
What knuckle dragging moron is influenced by an ad when it comes time to buy a car?
The majority of all consumers. We are minorities in the big picture.
Has our country really gotten that stupid?
Unfortunately, yes.
The Other Bob 10:06AM (10/12/2009)
Maybe they should hire Peter De Lorenzo.
Should be an interesting Autoextremist post this week.
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JayP 10:24AM (10/12/2009)
Bring back the ducks.
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michas_pi 10:44AM (10/12/2009)
Yes, please.
Grand Dayum! 10:29AM (10/12/2009)
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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hanmojo 10:48AM (10/12/2009)
How about just kick the agency all together and drop the price by 20%
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