Re-ignition spot is no giant leap for Cadillac

Modernista! blasts off in this Cadillac commercial called "Re-Ignition" to launch some new cars, including the CTS Coupe, which is available next summer. The cinematic spot is extremely well executed. The problem, at least for me, is a conceptual disconnect. Caddy is touting sleek, high-tech vehicles, so why use 1960s Apollo-era concepts in its ad pitch? Heck, the ad's even a month late in capitalizing on the 40th anniversary of the first manned moon landing. The morphing cars mimic the stages of a rocket blasting into space; but I doubt most folks, even from my generation, will remember that. And if they do, it will make them feel old, or maybe wistful at best, but probably not like buying a new car. The space program was hip in the Mad Men era, and for pop-culture and marketing purposes, became obsolete shortly after it was used to sell Tang. Sigh, I'm old, gray and ancient. Like moon rocks.

—Posted by David Gianatasio

See also:
Bob Dylan living large in Cadillac Escalade

Get the The AdFreak Daily newsletter:

Thanks for signing up! Check your inbox for a confirmation email.


Sign up for AdFreak Newsletters

About AdFreak

AdFreak is a daily blog of the best and worst of creativity in advertising, media, marketing and design. Follow us as we celebrate (and skewer) the latest, greatest, quirkiest and freakiest commercials, promos, trailers, posters, billboards, logos and package designs around. Edited by Adweek's Tim Nudd.

Click to Subscribe to AdFreak RSS