Cadillac Readies STS Ad Salvo

NEW YORK Cadillac today launches its first ads for the STS full-size sedan with a series of 15-second teaser spots during opening ceremonies of the Summer Olympic Games on NBC, the client said.

The effort, via Publicis Groupe’s Chemistri in Troy, Mich., precedes a full-bore media launch in September. Called “Assumptions,” the teaser ads show STS literally blowing through stereotypes about luxury vehicles, which are rendered in large on-screen text.

In one, the phrase “Luxury and performance don’t mix” appears, only to be shattered seconds later by a careening STS.

There will be five teasers in all.

The client spent $100 million on ads in the first half of 2004 and $205 million last year, per Nielsen Monitor-Plus.