Cadillac Steers Escalade to Troy

DMB&B’s Michigan Office Takes Ad Lead on GM’s Luxury SUV
DETROIT–D’Arcy Masius Benton & Bowles’ Troy, Mich., office is back at the helm on the Cadillac Escalade, with new ads for General Motors’ luxury sport-utility vehicle.
Although DMB&B in Troy is the national agency for GM’s Cadillac division, the Escalade assignment was handed to the network’s Los Angeles office last year. Cadillac later awarded the vehicle’s launch task 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. The assignment, however, was then shifted back to Troy because the account was “deemed more serviceable” from
the Michigan office, said Michael Panley, DMB&B vice president and account supervisor.
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 rotation by midyear, Panley said. Another new spot, “Obstacles,” breaks next month along with a print campaign.
Both of the new commercials use music from the George Thorogood song “Bad to the Bone,” and the tagline from the Berlin Cameron spot, “It’s good to be the Cadillac.”
“Roadblocks” highlights the OnStar navigation system, which comes standard on the Escalade and helps differentiate it from other SUVs, 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 that empowers the driver.
Spending 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.