If you watched the Emmy Awards on Sunday night it was hard to miss Cadillac's advertising for the CTS. Personally, I liked the spot featuring actress Kate Walsh. It's worth noting that, once again, Modernista! has selected some very cool music, this time from Hum and their 12 year old album You'd Prefer an Astronaut.
While the commercial does a good job of making the brand feel exciting (something that's needed), I personally like the behind the scenes video of Kate on the CTS section of Cadillac's site. In this short piece the actress goes into how Cadillac was a symbol of success and the ultimate "goal" for her family who immigrated to the US from Ireland. Kate seems like a great choice of talent for the brand in general, but stumbling upon this extra piece of authenticity is a really nice bonus of added value for the consumer. Sure, it could be scripted, but I think it seems authentic and am going to go with that...
Authenticity shouldn't be screamed, or be a chest-pounding slam dunk. But rather, I believe, should be a nice, easy lay up that helps move the intrigued consumer further down the line toward purchase.
Tell Bob to stop stealing your commentary and stick to original reviews.
http://adage.com/garfield/article?article_id=120814
Posted by: Allen Jones | October 01, 2007 at 09:39 AM