28 Feb '16, 11am

#branding #luxury

#branding #luxury

Ellinghaus gave two directives at the start of the campaign: The ads should have no automotive clichés, and they shouldn't have any of the clichés commonly associated with luxury car commercials. "There are certain elements of the zeitgeist that you can see in all car ads—contemporary architecture as a backdrop, bridges, buildings that all look the same," he said. "They fall into generic backdrops that might be appropriate to show the capabilities of the car, but they become so interchangeable that people say, 'Ah, typical car ad,' and flip the page or turn off the TV. Our advertising has a certain stopping power in it."

Full article: http://www.adweek.com/news/advertising-branding/cadillac-...

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