Eldorado Looking Back

New work for the Cadillac Eldorado from D’Arcy Masius Benton & Bowles continues the aspirational approach of earlier ads and again compares the classic cars of yore with today’s model.
A TV spot breaking today ends with the tag, “Eldorado. Drive the dream,” which replaces last year’s “Live without limits.”
Just as last year’s TV work did, the new spot and companion print work from DMB&B’s Troy, Mich., office plays on Eldorado’s heritage, with shots of a gleaming 1959 model juxtaposed with the latest design.
The commercial was shot at the Warner Grand Theater in Los Angeles, which is undergoing restoration. A scene from the past shows a man with a date entranced by a striking woman driving by in a ’59 Eldorado. Cut to the present day, and a young man driving his own Eldorado past the theater, this time gaining the rapt attention of a woman coming out of the theater with a man by her side.
“It’s all about getting noticed,” said Kristi Kirschmann, Eldorado brand marketing partner at DMB&B.
This year’s ads take a slightly more sophisticated approach than last year, Kirschmann said. The advertising is targeted predominately at men in their forties with above-average incomes. That is an older crowd than Cadillac seeks for its Catera and Escalade sport utility vehicles.
The media plan is for spot buys on cable stations, including CNN, ESPN, A&E, TNT, USA and TBS, with subsequent print ads appearing in national newspapers such as The New York Times and The Wall Street Journal and some local newspapers.
General Motors’ Cadillac division spent about $12 million on Eldorado advertising through November of last year, down from 1997’s outlay of $36 million, according to Competitive Media Reporting. Kirschmann declined to comment on the budget.