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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.
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