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Cadillac Introduces New "Life. Liberty. And The Pursuit." Marketing Campaign


Detroit - Following one of the most talked-about marketing campaigns in automotive history and four consecutive years of sales growth, Cadillac is introducing a new marketing campaign that aims to reignite America’s love affair with the brand.

The new campaign carries the theme “Life. Liberty. And The Pursuit.” It showcases Cadillac’s relevancy to today’s luxury consumers and supports the next generation of Cadillac’s ongoing product renaissance. The new advertising will launch in early August and continue to roll-out throughout the rest of the year.

“Our Break Through campaign focused primarily on our all-new portfolio of dramatically styled, high-performance, luxury Cadillac vehicles,” said Cadillac General Manager, Jim Taylor. “Our new products and marketing strategies successfully conveyed to consumers that there’s a new Cadillac to consider that replaces their earlier perceptions of the brand.”

“We have raised awareness and achieved good momentum with the Cadillac brand,” said Cadillac Global Marketing Director, Liz Vanzura. “But now it’s time to put a face on the brand and invite more consumers to experience what Cadillac has to offer.”

This new campaign, the first for Cadillac from Modernista! in Boston, is based on extensive consumer research that concluded that “Life. Liberty. And The Pursuit.” best communicates to consumers that Cadillac embodies the best of America, embraces the brand’s rich heritage, yet is forward looking and modern.

“Cadillac was, is, and will always be the American luxury automobile icon and symbol of success,” said Vanzura. “Our new advertising will showcase the brand’s rich heritage in an approach that is fresh and aspirational.”

“What’s great about the brand is that everyone has a Cadillac story to tell. The brand is ingrained within our culture. We’re looking to capture that optimistic, can-do American spirit in our work” said Gary Koepke, Creative Director & Co-founder of Modernista!

Unlike the Break Through campaign that relied solely on Led Zeppelin music and Gary Sinise voice-overs, Cadillac’s new “Life. Liberty. And The Pursuit.” themed campaign will utilize different voices and music for every execution to directly connect with each target consumer group.

The fully-integrated campaign will include creative executions on national broadcast and cable networks (NFL weekend games, Monday Night Football, ABC & CBS College Football, Ryder Cup), premium positions in several core luxury and lifestyle print outlets (Architectural Digest, Conde Nast Traveler, GQ, Vanity Fair, Food & Wine and more) and an array of non-traditional, out-of-home, interactive and nationwide promotional activities.

About Cadillac

Cadillac is a division of General Motors (NYSE: GM). General Motors, the world’s largest vehicle manufacturer, designs, builds and markets cars and trucks worldwide, and has been the global automotive sales leader since 1931. Cadillac products include the CTS sport sedan, SRX luxury utility, STS performance luxury sedan, DTS large luxury sedan, XLR luxury roadster, Escalade full-size SUVs (Escalade, Escalade ESV and Escalade EXT) and the high-performance V-Series (CTS-V, STS-V, XLR-V) three cars that go 0-60 in under 5 seconds.

About Modernista!

Modernista! was founded in Boston, MA, USA in September 2000 by creatives Gary Koepke and Lance Jensen. Today the Boston agency counts 125 employees from more than 15 different countries. M!’s client roster includes HUMMER, Cadillac, Animal Planet, Napster, TIAA-Cref, Stop Handgun Violence and Rockport. Modernista! is fiercely independent.


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