Cadillac Super Bowl Ad Focuses on Speed

DETROIT Cadillac will debut a 60-second spot during the second quarter of the Feb. 6 broadcast of the Super Bowl that spotlights the speed of the brand’s new V-series family of high-performance vehicles: the CTS-V, STS-V and XLR-V.

The spot, created by Chemistri of Troy, Mich., Cadillac’s agency, is titled “Barrels,” and it focuses on the vehicles’ ability to go from zero to 60 mph in under five seconds. The 60-second commercial will be repeated during the post-game show, along with a 30-second version.

In “Barrels,” the vehicles are shown backing slowly into dark tunnels—one in a mountainside#x2014;until only their headlights are visible. A series of quick cuts builds tension, before the vehicles “barrel” out of the tunnels. The spot ends when a voiceover says “Bang” and a succession of black screens are shown with copy that touts the cars’ speed and directs viewers to a Web site,

Cadillac also debuts “Elope,” a new spot shot and produced in high definition, during the post-game show. That ad shows a girl and her boyfriend sneaking off to get married in her father’s XLR.

The automaker is again giving away a new Cadillac to the winner of the game’s Most Valuable Player award, which was won last year by New England Patriots quarterback Tom Brady.

In addition to the “Barrels” spot, Cadillac will run a series of five-second spots during the game and the post-game show. The ads are titled “That Fast,” “Don’t Blink,” “Introducing” and “That Was a Cadillac,” and utilize animated billboards to illustrate the five-second 0-60 mph performance.

The company’s other Super Bowl marketing efforts include a Cadillac Celebrity Grand Prix go-cart race, and the donation of a fleet of 400 Cadillac Escalades, Escalade ESV’s and SRX’s to the National Football League for use during the week of the game. A fleet of Escalades is also being provided for use by VIPS.

Additionally, Cadillac is sponsoring a “Defining Moments” Super Bowl display in The Avenues Mall in Jacksonville, Fla., that began Jan. 20 and will run through game day. The display includes Cadillac vehicles and Super Bowl MVP items.