"Think zig" replaces "The Caddy that zigs" as the tagline for Cadillac Catera in a new campaign from D'Arcy Masius Benton & Bowles in Troy, Mich., that breaks March 8.
Two 30-second TV spots, "Horse Race" and "Luge," have an offbeat feel similar to recent Cadillac Seville work. "We've really taken a lesson from the Seville with Catera," said Michael Oxman, DMB&B senior vice president and brand marketing partner for Catera.
The commercials "talk more to the consumer mind-set" and showcase the vehicle's power and handling capabilities, he said, but maintain a light tone.
"Horse Race" opens on two men in a Catera who appear to be waiting for a stoplight but are actually at the starting gate at a horse track. When the gates open, the Catera takes off, surrounded by thoroughbreds ridden by jockeys. "Luge" shows two men in a Catera, again seemingly stopped at a light. Instead, they are positioned at the top of a luge run.
The spots emphasize the car's performance compared with its competitors, Oxman said. The voiceover in "Horse Race" compares the entry-level luxury vehicle to a BMW 328i, while in "Luge" the Catera is compared to a Mercedes C280.
General Motors spent $53 million advertising Catera through November 1998, according to Competitive Media Reporting.
Sales on the Catera have reached GM's goals each of the two years it has been on the market, Oxman said. Sales of 25,411 for calendar year 1997 made Catera the most successful initial launch of an entry-luxury car in the history of the U.S. auto industry, according to the automaker.