Cadillac Drives Escalade to Troy

DMB&B’s Michigan Office Back in Driver’s Seat of GM Luxury SUV
DETROIT–D’Arcy Masius Benton & Bowles’ Troy, Mich., office is back at the helm on the Cadillac Escalade, the new luxury sport utility vehicle from General Motors.
While DMB&B in Troy is the national agency for GM’s Cadillac division, the Escalade assignment was handed to the agency’s Los Angeles office last year. Cadillac then awarded the vehicle’s launch ad to Berlin Cameron & Partners, New York.
Berlin completed the first 30-second TV spot, which broke during the Super Bowl, and DMB&B Los Angeles was involved in some of the initial strategic discussions, but the assignment was then shifted back to Troy, said Michael Panley, DMB&B vice president and account supervisor. Logistically, he said, the account was “deemed more serviceable” out of the Michigan office.
Cadillac recently named a new advertising director. Kim Kosak, formerly assistant brand manager of marketing on GM’s Chevrolet Silverado pickup truck, takes the post from Steve Rosenblum, who becomes brand manager for the Cadillac Seville and Eldorado vehicles.
“Roadblocks,” a new 30-second spot for the Escalade, broke recently and joins Berlin’s introductory spot, “Assembly Line,” which will be phased out of the media rotation by mid-year, Panley said. Another new spot, “Obstacles,” breaks next month, along with a print campaign.
Both of the new spots use music from the George Thorogood classic “Bad to the Bone,” and the tagline from the Berlin Cameron spot, “It’s good to be the Cadillac.”
“Roadblocks” focuses on the OnStar navigational system, which comes standard on the Escalade and helps differentiate it from other sport utility vehicles, Panley said. The ads steer clear of showing the vehicle “going to the ends of the world,” and instead focus on its intelligence and how it empowers the driver.
Spending on the campaign is undisclosed. Media includes national network and cable and spot buys in Cadillac’s top 12 markets as the automaker tries to establish the brand.