Yesterday, we learned that GM CEO Fritz Henderson was surprised by Marketing Maven Mark LaNeve’s departure. If true, it’s a revelation that puts paid to the theory that GM has finally learned how to fire someone for something. Make that anything. Today, we learn that Monster Mark LaNeve’s favorite ad agency, Modernista, “has elected not to participate [in Cadillac’s ongoing renaissance].” This from Automotive News [sub], quoting recently elevated Cadillac GM Bryan Nesbitt. Huh. So Modernista dumped Cadillac? AN’s spies say the ad agency didn’t fall on its sword; it was pushed.
“The move is financially related — GM wants to cut fees, said a former GM exec, as Modernista had higher fees than other, longer-term agencies to the marketer. Other pundits said GM needed to move at least one of its remaining four core vehicle-brand accounts to show that it was indeed a ‘new’ GM.” By favoring the old ad agencies Publicis Groupe and/or Interpublic Group of Cos. Gotcha.
In that case, former Car Czar and current Ad Guru Bob Lutz has putsch your money where the nationalized automaker’s mouth is. (Another part of human anatomy suggests itself, but I couldn’t possibly comment.) For its part, Modernista was characteristically humble about dropping/losing the account. “We are extremely proud of the work we created for both Hummer and Cadillac,” Modernista said in a statement. “We feel it ranks among the best, if not the best work in the automotive category.”
I reckon Modenista deserves a bouquet of lilies and a Pulitzer Prize for their work, if you know what I mean.
There is way to much discussion about deck chairs going on at GM.
I thought the ‘rocket stages across the desert’ ad was the best I have seen for a while. It shows a progression of Cadillac models in an analogy that fits. It was ruined for me by the subtitles with the model names which make no sense at all. CTS, SRX, ASS” whatever.
I rented a 2009 ‘Slade for a week recently. Nice ride for a rental car, way too big, way too much bling, harsh ride for a Cadillac, and way too heavy. It handled well for such a fat-assed truck, though.
Oh, the only reason GM relocated the cruise control to the steering wheel in the GMT900 trucks is because they moved the rear wiper controls to the turn signal stalk (along with the front wiper controls, headlamps, and turn signals). They still have the transmission shifter on the column and the same damn 30-function left stalk as before!
Ah yes, the much vaunted Pulitzer prize for good intentions.
I don’t know which is worse, Zimmie in a ‘Sclade or a deadhead sticker on a Cadillac.
Hell, give ’em the Nobel Peace Prize while we’re at it. Just imagine the potential at GM!!
That Dyan ad was the stupidist thing I’ve seen in a long time…. and shows how out of touch with the times Cadillac AND their Ad agency is.
They might as well have used Rudy Valee as Bob Dylan
“Like a complete unknown: Bob Dylan frogmarched to collect ID after rookie policewoman fails to recognise scruffy music legend”
Police were called in a quiet seaside town after he was spotted freewheelin’ down the street and apparently acting suspiciously. A 22-year-old female officer demanded to see his identification papers…Then she radioed her older colleagues at the police station to ask if anyone knew who Bob Dylan was.
Read more: http://www.dailymail.co.uk/tvshowbiz/bigbrother/article-1206617/Like-complete-unknown-Bob-Dylan-frogmarched-collect-ID-rookie-policewoman-fails-recognise-scruffy-music-legend.html#ixzz0TSxFEYQU
This ad is only slightly less dispiriting to me than seeing Dennis Hopper pimping for Ameriprise. God, I feel old.
Maybe Cadillac could do a cross-promotion with Viagra or the Hair Club for Men on the Escalade. Near as I can figure, those who do not need personal enhancement products are also generally happy with the much less expensive Suburban or Yukon instead. At least Buick or Town Car buyers will admit that they are old.
My question is this…
When the next set of Caddy ads hit, will I notice any difference?
Why not advertise qualities about how your product is class leading based on features and quality based on results. Or you could show some actors dress up as firefighters standing around a Chevy truck with a flag waiving in the background.
Despite the black-attired, non-smiling, glove-wearing Dylan personna, he still uses turn signals!! Woooo, what a rebel!
And In general, I just don’t get the glove-thing. Leather gloves for handling a nice, leather and wood steering wheel? Are the gloves made of human skin??
The glove were a tribute to MJ.
It’s a good idea to keep in front of the fuel tanker, as poor Bob running out of “juice” in that post apocalyptic nightmare landscape would make him late for his radio show.