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

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