• The all-new 2014 Cadillac CTS midsize luxury sedan will go sale in the fall, 2013. A longer, lower and more athletic-looking proportion is introduced on Cadillac�s landmark sedan and evolves the brand�s Art & Science design philosophy. The sense of flow over the CTS sedan is furthered, too, with a �trapped� hood design � surrounded completely by sheet metal � which eliminates the forward cut lines between the grille and headlamps.
  • 2014 3.6L V-6 VVT DI Twin Turbo (LF3) for Cadillac CTS
  • 2014 3.6L V-6 VVT DI Twin Turbo (LF3) for Cadillac CTS
  • 2014 3.6L V-6 VVT DI Twin Turbo (LF3) for Cadillac CTS
  • 2014 3.6L V-6 VVT DI Twin Turbo (LF3) for Cadillac CTS
  • 2014 3.6L V-6 VVT DI Twin Turbo (LF3) for Cadillac CTS
  • 2014 TL80 (MGG) Eight Speed RWD Automatic Transmission for Cadillac CTS
Cadillac is set to launch a new ad campaign this fall, as it attempts to maintain the momentum established by new models like the ATS. The campaign comes from an agency called Rogue, and according to AdAge, will lean on American values. It's called, "Work Hard. Be Lucky."

The campaign is fairly self-explanatory, just from the tagline. It's meant to make a Cadillac seem more attainable to the average, aspirational buyer. It does kind of pander to that American idea that everyone's hard work gets rewarded, but as ad campaigns go, that's not a bad thing.

Somehow, it doesn't roll off the tongue quite like "The Standard of the World." As AdAge points out, Cadillac's advertising over the years has lacked a real coherent theme, although we'll admit to enjoying the most recent campaigns, particularly the around-the-world jaunts with the ATS. It's unclear if the "Work Hard. Be Lucky." theme will evolve into an actual tagline for the brand, with Caddy spokesman Dave Caldwell telling the advertising mag, "It could very easily end up being a line of copy along with other lines; we don't really know yet. It's an open question as to how dramatically it will be featured."

The pressure is on Rogue to succeed. As the most recent round of numbers show, Cadillac's August 2013 sales have jumped 38 percent over August 2012, while 2013 sales so far are also up over 31 percent. And while we don't think one ad campaign can make or break Cadillac, if this one bombs, it won't help at all. The spots should start to air in the next few weeks, before a proper push in November, right in time for the CTS to really start arriving at dealers.


I'm reporting this comment as:

Reported comments and users are reviewed by Autoblog staff 24 hours a day, seven days a week to determine whether they violate Community Guideline. Accounts are penalized for Community Guidelines violations and serious or repeated violations can lead to account termination.


    • 1 Second Ago
  • 51 Comments
      the.fog
      • 1 Year Ago
      While I'm not a big fan of the 'theme of the month' (as it usually is with GM), true success is a combination of hard work AND luck. Anyone who argues otherwise is completely delusional.
      John
      • 1 Year Ago
      Work Hard. Be Lucky....and ZIG!!!!! ;)
      mikeybyte1
      • 1 Year Ago
      Not feeling it. Has this Vegas edge to it with the "Lucky" statement. Which takes me to bling and glitz. I would think they would want to start to reposition themselves as the Standard of the World. They are not quite there yet, obviously, but maybe they should be planting the seeds now so that down the road they could make that claim again.
      icemilkcoffee
      • 1 Year Ago
      I agree. They need one coherent brand identity. They cant be all over the map trying on different identities.
      RetrogradE
      • 1 Year Ago
      "Cristal, Maybachs, diamonds on your time piece, we don't care. . . we'll drive the Cadillacs in our dreams."
      Jim R
      • 1 Year Ago
      Those who work hard make their own luck.
      • 1 Year Ago
      [blocked]
        mikeybyte1
        • 1 Year Ago
        You just described Congress.
        tylermars.design
        • 1 Year Ago
        As a GM employee who works his ass off, you have no idea what you are talking about. But, you know what they say, haters gunna hate.
        • 1 Year Ago
        [blocked]
        Bernard
        • 1 Year Ago
        Isn't this you blaming them? Stop crying already. :-\
      nocommie11
      • 1 Year Ago
      It'll always be Ghettolac to me.
        Sir Duke
        • 1 Year Ago
        @nocommie11
        Just like your name (nocommie11) says, that you will always be a xenophobic bigot to me.
      davebo357
      • 1 Year Ago
      Work Hard: the 45 years of your life you gave to a corporation so that you could provide for your family and earn a pension so that you could drive a Cadillac during your retirement. Be Lucky: that company you worked for managed not to cook the books and actually gives you the pension you earned, also the healthcare they provide didn't decide to screw you out of covering that medical issue you had so you don't have to pay out of pocket and take the bus the rest of your life.
      wrestleprocbt
      • 1 Year Ago
      It should be "work hard, be rewarded". This makes no sense especially with Gov't Motors and it's boss' in the WH thinking. Maybe it would fit with their thought process of, "work hard, so everyone else can drive a Cadi on your hard work". He GM, when does America get the rest of it's money???
        Alfonso T. Alvarez
        • 1 Year Ago
        @wrestleprocbt
        Go back to your cave, you shouldn't be out in the daylight ...
        no1bondfan
        • 1 Year Ago
        @wrestleprocbt
        I actually thought you were going somewhere thoughtful with the "work hard, be rewarded" line. That's much better than "get lucky". Then you went off to crazy tin-foil hat land. Too bad.
        the.fog
        • 1 Year Ago
        @wrestleprocbt
        Can you please stop posting on AB and work a little harder? My four, welfare-funded cars thank you!
      Jonathan Wayne
      • 1 Year Ago
      I don't know if a company that basically survived because it got a massive multi-billion dollar handout should be talking about working hard. It is pretty counterintuitive. Can the average person or business get bailed out with massive sums of money in times of dire need? No. It takes a lot of balls to come up with a tagline like that after going through what they did.
        davebo357
        • 1 Year Ago
        @Jonathan Wayne
        Just because GM was headed for bankruptcy doesn't mean a lot of people didn't work hard. The things GM have achieved since then have shown it was a company worth saving. But aside from all that, that seems like the whole point of the slogan, work hard and be lucky. They covered the government loan with the "be lucky" part.
      Julius
      • 1 Year Ago
      For a second there, I thought this was all about sex, because the tag line was "Work Hard, GET Lucky".
    • Load More Comments