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Cadillac Reinvented
Lauren Denfeld
Jenny O’Connor
From the Beginning…..“For most of the past 40 years, Cadillac has more or less been synonymous with white-belted
retirees driving at 39 mph to get their prostates checked. By the 1970s, the once-proud luxury brand, the erstwhile mark of wealth and achievement, had
devolved into a sofa on wheels.” - Bob Garfield,
“Grey's Anatomy Star Brings Erotic Allure to a Tired Brand”, Adage.com
Under new management
Modernista• In an attempt to shed the long standing image, Cadillac
dropped their old advertisement agency, Leo
Burnett and hired Modernista.
“New TV spots from Modernista, Boston, are eye-catching, ear-catching,
informative, cerebral and -- dare we say? -- pretty freakin' sexy.”
A Little Star Power
Kate Walsh• Private
Practice• Character
represents, young single professionals
Martin Henderson• Aspiring new
actor
Who is the Target?
A young female professional, making a living and loving life
in the city.
When she steps out of the car she is poised in her heels and red
lipstick. She is well educated, cares about performance and leisure, she
is the anti- soccer mom.
References• http
://www.motortrend.com/features/consumer/112_0305_matrix_reloaded • http://images.automobilemag.com/
multimedia/photo_gallery/0701_c+2008_cadillac_cts+2.jpg• http://
content9.flixster.com/photo/31/46/19/3146199_tml.jpg• http://
entimg.msn.com/i/150/Movies/Actors2/Henderson_H47276_150x200.jpg• http://adage.com/garfield/article?article_id=12
0814
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