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Cadillac campaign demonstrates need for speed :party

GM working to attract younger buyers to brand

By Theresa Howard / USA TODAY


NEW YORK - Cadillac is about to bet big-time that in five seconds, it can convince consumers of one unlikely selling point: Its cars are darned fast.

The General Motors division today will announce plans to broadcast a series of five-second TV spots that show vehicles from its new lineup accelerating from zero to 60 miles per hour. An off-camera announcer will remark: "How fast? That fast!"

While speed isn't new to automotive advertising, it's a new wrinkle for Cadillac, which is working overtime to embrace a younger audience. The ads will begin to air during the National Football League playoffs on Jan. 15 and continue into the Super Bowl on Feb. 6. They also will air during the Academy Awards on Feb. 27.

Five-second ads are somewhat of a novelty.

While sponsors have used them before - particularly during broadcasts such as football bowl games - they're usually static shots of product logos with a voice-over uttering a company slogan.

These Cadillac ads will be anything but static.

The purpose of the lightning-fast ads: to demonstrate the quickness of the new vehicles - "V" versions of the XLR and STS revved with higher horsepower and V-8 engines, says Jay Spenchian, marketing director for Cadillac.

"The whole idea is to attract the attention of those who hadn't considered Cadillac until this point," Spenchian says. "This is a dramatic way of getting their attention."

But critics say that speed doesn't just sell - it also can kill.

"They are speed demons," says Joan Claybrook, president of Public Citizen, one of seven groups that in the fall pushed General Motors to pull a Corvette ad that showed a boy joy riding in New York City. "These companies think they have to advertise speed to sell vehicles. Middle-aged people don't need it, and younger people can't afford these cars," she says.

Advertising experts say five seconds is a very short sales window, even to the MTV generation.

"It's such a short time that if you don't have a name and brand, it could go over people's heads or they could just miss it," says media buyer Andy Donchin, director of national broadcast for buying agency Carat. "Cadillac does have those two things, so it could work for them."

General Motors, which spent $2.4 billion on ads in 2003, is spending 20 percent of Cadillac's annual marketing budget to roll out the souped-up vehicles, in dealerships this fall. Just one five-second spot during the football playoffs could fetch about $133,000.

But GM expects to get its money's worth. Its new vehicles aren't cheap. The CTS-V is already out with a base sticker price of $49,995.
 

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Now this quote really ticks me off....

lady_phoenix said:
Cadillac campaign demonstrates need for speed :party


"They are speed demons," says Joan Claybrook, president of Public Citizen, one of seven groups that in the fall pushed General Motors to pull a Corvette ad that showed a boy joy riding in New York City. "These companies think they have to advertise speed to sell vehicles. Middle-aged people don't need it, and younger people can't afford these cars," she says.
Ms Claybrook's condescension is reprehensible. Perhaps she's a little frustrated in some aspect of her life? Probably doesn't like Hummers either. :eek

"Middle aged people don't need it"? :glol :glol :glol Are we still talking about cars??? :glol :glol :glol

Actually no one "NEEDS" it - we just want it. Implicit in her quote is that (we?) in the middle age can't appreciate or are too old to want an adrenalin rush? Hoo! Hoo! I think this is a woman that NEEDS to experience a hammer head stall at 5000 ft. :D Or join the mile high club in a Cessna 150. :reddevil

And "Oh, Dear!", its not just young people who can't afford these cars. If someone wants to go fast and cheap, buy a Mustang. Want real cheap, buy used...
So is her thesis, because someone can't afford it, GM shouldn't make it...or advertise it? She sounds like a social engineering, commie to me. :smash

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But "Thanks!" for the heads up, Lady Phoenix. I'll be looking for the five second ads. :D :thumbs

Aviator
 

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:rant
A month or two ago in I think a Motor Trend there was an article about the Corvette ad that got scrapped. It cost 14 million to produce and they only get to show it once because some person gets mad at the fact that people will speed in the car, although they also forget that sports cars have better handling. It is no reason to go 85 down your neighborhood but for her to say they don't need speed to sell cars is ridiculous...if you can't sell speed than how can you sell a sports car??? Lots of middle aged people need speed, and young people need speed to.

Aviator, I totally agree:commie, commie, commie :flag
 
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Aviator,
Shame on you, picking on Theresa Howard, Even I wouldn't want to try that in a Cessna 150 and while were talking about flying, I still prefer 10,000 feet under me when doing a stalls. A normal stall pulls to the right................does a hammer head pull the same way, I've never really tried a full blown HH. Huuuuuuuuuuuuuuuuuuuuuuuuuuuumer? That's funny.
 
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