A new TV spot for Cadillac – “Garages” — is a really good example of how the company is redefining its image from being “grandpa’s old boat-of-a-car” to a sporty, visually stunning American brand. We like its simplicity and emotional message: Cadillac tells us that not only is the car a great choice but they want viewers to make the connection between that product and the personality of owning a Caddy in the 21st century.
The Garages spot (see below) shows garages of various varieties as the voiceover talent (who is quite good, we might add) tells viewers that other great brands were born in garages — Mattel, Disney, Amazon, Hewlett-Packard and The Ramones, among them.
The spot then cuts to a 2014 Cadillac CTS blasting out of a giant bunker-like garage. The voiceover continues: “You never know what kind of greatness can came out of an American garage.”
The spot exudes a certain bigness and elegance, but not the type of old-school Caddy grandeur of oversized cars driven by older men. Not that there’s anything wrong with that notion. Instead Cadillac wants us to think of their vehicles and their brand as all-American, patriotic, new, improved and great. That’s part of growing a brand, moving forward.
The brand architects at Spiro & Associates in Fort Myers say it’s an optimistic message for optimistic people who just might want to look at the “new” Caddy spirit.