DETROIT-Cadillac becomes the official vehicle of the Super Bowl and Pro Bowl under a new partnership between General Motors and the National Football League. Cadillac will launch the ad campaign for its new Cadillac CTS and Escalade EXT in a 60-second TV spot slated to run during Super Bowl XXXVI on Feb. 3.The spot was created by Cadillac’s national agency, D’Arcy Masius Benton & Bowles in Troy, Mich. Media is purchased by GM Mediaworks, a unit of the Interpublic Group of Cos.Other Cadillac spots to be featured during the Super Bowl include a 30-second billboard spot during the game and a 30-second spot post-game, said Peg Holmes, a GM representative.The three-year agreement allows GM to promote its Cadillac vehicles during the two NFL Bowl games in a variety of ways including sponsorship of the games’ Most Valuable Player presentations, hospitality, exposure at NFL events and parties and advertising on NFL.com. The automaker also will give a CTS to the MVP of both games. Terms of the deal were not disclosed.
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