Tuesday, May 11, 2010

Yet Another Example of Not Getting It

Cadillac broke new work today by BBH. All I have to say is, why?

This work is no better than the last few rounds of work by Modernista! or the work of their previous agency. I will give Modernista! props for the “My Cadillac Story” effort but Cadillac a thumbs down for abandoning it.

The line “Mark of Leadership” is meaningless especially when they’ve been playing catch-up to the Europeans, Japanese and now Korean’s (Hyundai Genesis) when it comes to quality. Simply saying it does not make it so. Sure the blokes at Top Gear found new love for the second generation CTS-V but they weren’t making apples-to-apples comparisons to other Euro (M5,RS4, C63)/Japanese (IS-F). The comments in the AdAge article are all sadly accurate. Probably the best comment was about the tagline being “destined for the ‘one year and out’ dumpster.”

Most importantly what this shows me is that what Cadillac nor BBH seems to understand is that :30 spots aren’t necessarily the name of the game anymore. Start with a great product and build compelling content around that product at strategic touch-points. It’s great that Cadillac has a YouTube channel but judging from the total views of all of the work on their channel (885,329) the “content” is hardly compelling. You want compelling content? Have a look at Ken Block’s DC Shoes/Monster Energy Drink/Subaru“infomercial” which is at 14 million views and counting. The aggregate of the DCShoesFilm Channel is at 34 million views and counting.

Cadillac has a great story to tell. Did you know the gear shift pattern/pedal configuration as we know it is courtesy of Cadillac? It’s unfortunate that no one is able to help Cadillac try to tell it.

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