Time is of the Essence in Cadillac Ads

24 January 2005

There it is ... gone!

General Motors' flagship US marque Cadillac has launched a raft of innovative five-second TV commercials highlighting its V-series brand's scorching 0-60mph acceleration, claimed to be south of five seconds.

The campaign, which includes internet video ads, opened during this weekend's American football play-offs on Fox and CBS TV networks, in the run-up to the Super Bowl next month.

One of the commercials begins with an overhead shot of an empty road and an announcer saying "Introducing ... " . Before he can utter another word, the CTS-V car zips through the scene and disappears. The ad closes with a black screen and the V-Series logo.

Another ad featuring the XLR-V model, which has not yet been publicly unveiled, shows glimpses of the car as it accelerates through a forest. A voiceover intones: "That … was a Cadillac."

Innovative, creative and cost-effective in airtime terms.

Data sourced from Wall Street Journal Online; additional content by WARC staff