• Mar 24th 2010 at 11:32AM
  • 25
When the first-generation Cadillac CTS went on sale in 2003, the brand-revitalizing sedan incorporated a new design language that General Motors called "Art & Science." The idea behind the new design language was to ""incorporates sharp, sheer forms and crisp edges - a form vocabulary that expresses bold, high-technology design and invokes the technology used to design it." The design came with its own marketing campaign too, which brought many new customers to the Cadillac brand.

In recent years Cadillac has used the tag line "Life. Liberty. And the Pursuit" as its marketing mantra, but Automotive News reports that the Wreath and Crest is getting back to its roots. GM Marketing Chief Susan Docherty told AN that "Art & Science" is making a comeback, and the brand's new ad agency Bartle Bogle Hegarty is creating all-new assets for print, web and television spots, along with a fresh perspective for the Cadillac website.

And while Docherty is now in charge of all of GM's marketing initiatives, she's also going back to her roots with the Art and Science revival. Docherty was at Cadillac a decade ago when A&S was created. She's even bringing back Kim Brink, who is leaving her post as Chevrolet marketing director to oversee Art & Science part deux. The all-new ad campaign will reportedly hit the mass media in about three weeks.

[Source: Automotive News - sub. req.]

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    • 1 Second Ago
      • 5 Years Ago
      Peter De Lorenzo talks about this in today's Rant, at The Autoextremist:

      Cadillac will need more than “art and science” to get where it needs to go
      • 5 Years Ago
      the car initially caught my eye (or ear) with the flooding of the Led Zep scored commercials showing it as a drivers car. Went to the dealer to try it on for size, was disappointed with the interior that looked like a rubbermaid trash can that someone cut a dell tower PC into the center. SO... I eneded up with a Volvo S60R. Now that they have addressed the interior... lets get some rock and roll back into the advertising!!
        • 5 Years Ago
        I loved the Zeppelin commercials! They were GREAT advertising, and made me WANT to drive the car. The current "does it return the favor" sexual innuendo commercials are lame.
      • 5 Years Ago
      Cadillac's biggest problem is that its reputation has been tarnished by the fact that is government owned and GM isn't making things any easier by not moving away from it.
        • 5 Years Ago
        @Hazdaz Actually, most people I know, intelligent ones, too, are buying cars other than GM and Chrysler, specifically because of the government ownership. GM might be paying back their loans more quickly than expected, but at the same time, they're offering large incentives and have ridiculous advertising. My father has been a Chevy truck guy for 20 years. He drives a 2006 GMC Sierra 1500 right now. His next truck will be a Ford, something he said he'd NEVER buy, simply because he can't get over the fact that we, as taxpayers, bailed out a company that spent vast sums of money, irresponsibly, on awful cars.

        I'm in the same boat as him, though I'm an unabashed Ford guy.

        With that said, I'd love to have a previous gen CTS-V to compliment my Mustang GT. I just won't buy one because I won't support a company that went to the federal government with it's hands out, begging for change (many billions of dollars worth!).
        • 5 Years Ago

        Yeah, you mean BESIDES the payments that GM has already made, and BESIDES the announcement that they want to speed up repayments to pay off their loans as soon as realistically possible?

        Yeah, well besides that, you were almost right.

        Most people with some semblance of intelligence realize that what GM got were necessary loans to stabilize their business and don't hold some kind of "grudge" on the level of a 12 year old.
        • 5 Years Ago
        @ Making11s

        You are right, I am overestimating the intelligence of the people of this country. Hell, for proof just look at the post directly above yours.

        @ Joe

        So lets break down this quote:

        "GM might be paying back their loans more quickly than expected, but at the same time, they're offering large incentives and have ridiculous advertising."

        ... so what exactly does the first part of your sentence have to do with the second part? Usually when people phrase a comparison like that, people are putting one factor in juxtaposition to the other. So you freely admit that GM is paying back their LOANS (lets emphasize that, since it was never intended to be "FREE MONEY" like all the nuts were calling it), but then counter that by mentioning their sales practices.

        We are in the worst recession in 50 years, and car sales as a whole are in the toilet. GM having many older models that have not been redesigned yet is using sales incentives to move them. And not even anywhere near the amount of incentives compared to years past. So even with those sales incentives, they are still bringing in enough money to start to pay off their loans, and yet somehow that's a bad thing?

        Please explain because it sure as hell seems like you want it both ways... You want GM to NOT have incentives (and somehow claim that's a bad thing even though it is a standard part of business), but it is because of the increased sales caused by the incentives that GM is able to repay their loans.

        So do you want the money to get repaid or not?
      • 5 Years Ago
      "Life. Liberty. And the Pursuit" is the type of slogan which completely turns me off. It's pushing nationalistic pride rather the product. Americans don't want to buy American products because they're made in America. They buy what they perceive kicks the most ass or creates the impression that it kicks ass.
      • 5 Years Ago
      Cadillac needs a lot more the Art & Science...they should raise the dealer experience for starters....If it wants to attract more high end customers...
        • 5 Years Ago
        That's part of Peter De Lorenzo's take:

        "Secondly, Cadillac has to commit to a major design and attitude rethink for their dealers. Yes, there are outstanding Cadillac dealers out there, but the look, feel, and tonality of the majority of Cadillac dealers need a major overhaul in line with where the brand is going. And there are still Cadillac dealers out there who don’t get that, unfortunately, and that simply must change.

        That means GM has to stop screwing around with Cadillac and give them the funds to go their own way. These are no longer 'GM' dealers, they’re Cadillac dealers. And that means a distinctive design and image execution must be in place for every Cadillac dealer in existence. (The corresponding 'right' attitude on the part of the personnel working at these dealers goes without saying.)"

        And, they should also embrace customers who buy their competitor's cars, not their historical customer demographic:

        "First of all, the buyers who keep going to Cadillac showrooms to find their DTS-like products - aka the traditional, old-school Cadillac buyers – will never buy into the Cadillac that is about the CTS, the V series or the new 3 Series fighter, and Cadillac has to stop trying to appease those buyers and let them go, because those people are never going to find solace in the 'new' Cadillac. Let’s face facts here - it’s a demographic that’s not on the upswing. Cadillac can’t keep playing to two constituencies; they’re either committed to the 'new' Cadillac or they’re not. And given Cadillac’s future product portfolio, the traditional, 'nostalgia' Cadillac buyer can no longer be a factor in Cadillac’s product planning. The future for Cadillac lies with people who have never set foot in a Cadillac showroom before."
      • 5 Years Ago
      I think it's a mistake to go backwards. regardless of whether "Art & Science" did well or not, they need to move FORWARD. This is one thing I hate about Cadillac, they waffle about everything.
      • 5 Years Ago
      You have to have some sort of marketing or non "car" people won't remember you. It's kind of like John and Kate + 8. Remember them? Not much anymore. No media, no interest. A majority of people don't follow auto blogs like us and are not car enthusiasts. They think certain car brands and make a decision of what they have heard about that brand from friends and family.

      I remember driving a new Chrysler 300C at work one day. The guys ran up to the office and said, "He's driving a new Chrysler!" One of the sweet ladies at work replied, "Oh my gosh, he's driving a LeBaron???"

      I think it is a bad idea to go back to the Art and Science. The reason Cadillac's brand perception has improved was because of the Life, Liberty & Pursuit. It started to put Cadillac back on the map as far as a premier brand and people started to notice. Although the campaign did it's job, they need to figure out how to market a premier car brand (a.k.a. expensive) in today's economic climate just like all other premier brands.

      I wish I had the answer or else I would be coming up with these campaigns.

      Peace. Love. Save our V-8's.
      • 5 Years Ago
      I say go for it! It's not the first time an automaker has resurrected an old ad campaign, remember a few years back when Chrysler brought Iacocca back for the "if you can find a better car, buy it" ads? I kind of wish Ford could bring back the "Ford has a better idea" campaign which is really really true today.
        • 5 Years Ago
        ...and Snoop!
        • 5 Years Ago
        Didn't those chrysler ads also feature Tiger Woods.
        • 5 Years Ago
        I think Tiger only does commercials for Buick and maybe in the future condoms.

        Oh yeah I forgot about Snoop lol.

        • 5 Years Ago
        Got my players mixed up.
      • 5 Years Ago
      Tag lines, and expensive niche market cars are NOT the issue Cadillac needs to be spending time on.
        • 5 Years Ago
        What a witty guy. Back at ya.
        • 5 Years Ago
        absolutely right. they can't waste time worrying about marketing their cars and they need to focus on affordable mass market vehicles.

        Malibu + Wreath and Crest - Any Advertising = Maximum Profits

        you don't seem that bright, so i just want to spell this out for you... that was sarcasm.
        • 5 Years Ago
        ha, according to the post ratings, it looks like most people think I am witty!
      • 5 Years Ago
      After years of management incompetence that ultimately destroyed the brand, engineering, and cache of Cadillac, GM thinks it can save the tarnished division with a fancy sales slogan. Apparently, GM has still not learnt from the past errors that lead to its bankruptcy: over reliance on marketing at the expense of engineering, interior and exterior design, and fit-and-finish.

      What is cleverly referred to as Art-and-Science is nothing but a Cadillac with a prismatic body design championed by Ed Wellburn, Chief GM designer, whose design philosophy is so contrary to Lutz, the "Car Guy," that the two warriors ended up in a pissing contest. Lutz insisted that a luxury car should and must have curved surfaces in order to impart a sense of style and elegance whereas Wellburn wanted sharp hard edges to impart hi-tech modernity and performance. Cadillac's dismal sales number in the past decade is proof that Lutz is correct. Wellburn will never admit it. Having lost much of his design credibility, Wellburn is currently a useless fixture at the new GM.

      Having spent too many years at the old bureaucratic GM, Docherty's leadership is perverted by old thinking and handicapped by her belief in archaic business dogma and slogans. To make matter worse, Docherty actually thinks she has talent. Whereas in the old days a crippled horse is shot to put it out of its misery, today the Federal government, the majority owner of GM, doesn't know what to do with a proven crippled manager. Like the scorned practice in the army, GM promoted her to a higher rank when all else fail.
      • 5 Years Ago
      I for one think Cadillac should bring back "Break Through." It's a clever tagline that has some meaning -- these days, to drive a Caddy is to "break through" the sea of BMW, Lexus, MB, and (less so these days) Acura. Could also be argued that the resurgence over the past decade is a "breakthrough."

      I remember when Caddy launched the campaign back in '02-ish (?) during the Super Bowl. There was a lot of hype around the commercial, and nobody knew quite what they were going to do. I remember being doubtful, as they were coming off the HORRIBLE "The Power of &" campaign.

      When Zeppelin started playing over shots of the new CTS, and the commercial ended with the "Cadillac. Break Through." tagline, I remember thinking "Wow, they nailed it."

      I never understood why they abandoned the campaign, it was edgy, and perfect for a company on the rise. Hoping they nail it again with whatever is next..."life, liberty" was booooring.
      • 5 Years Ago
      It will be interesting to see what they come up with, but I always thought the Art & Science campaign was pretty darn good. Now with much better products to showcase they might do even better.
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