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Cadillac's new ad campaign to tell you how to get lucky

Cadillac is set to launch a new ad campaign this fall, as it attempts to maintain the momentum established by new models like the ATS. The campaign comes from an agency called Rogue, and according to AdAge, will lean on American values. It's called, "Work Hard. Be Lucky."
The campaign is fairly self-explanatory, just from the tagline. It's meant to make a Cadillac seem more attainable to the average, aspirational buyer. It does kind of pander to that American idea that everyone's hard work gets rewarded, but as ad campaigns go, that's not a bad thing.
Somehow, it doesn't roll off the tongue quite like "The Standard of the World." As AdAge points out, Cadillac's advertising over the years has lacked a real coherent theme, although we'll admit to enjoying the most recent campaigns, particularly the around-the-world jaunts with the ATS. It's unclear if the "Work Hard. Be Lucky." theme will evolve into an actual tagline for the brand, with Caddy spokesman Dave Caldwell telling the advertising mag, "It could very easily end up being a line of copy along with other lines; we don't really know yet. It's an open question as to how dramatically it will be featured."

Cadillac Elmiraj Concept brings big coupe style to Pebble Beach [w/videos]

Two years ago, Cadillac absolutely floored us with the debut of its gorgeous Ciel concept at the Pebble Beach Concours d'Elegance. And since that droptop four-door's debut, we've seen plenty of its design language worked into the latest Cadillac products. Now, we're seriously hoping that history will repeat itself with this stunning new Elmiraj coupe concept, which makes its first public appearance in Monterey this week.
Cadillac states that the Elmiraj concept simply showcases the next step forward for the brand's Art & Science design DNA, and doesn't necessarily preview an upcoming model. But if you told us the Elmiraj was a conceptual look at the next-generation CTS Coupe, or a smaller, two-door version of a new flagship, we'd believe you. At 207 inches long, 76 inches wide and 55 inches tall, its dimensions are only slightly larger than the current two-door CTS.
Regardless of what the Elmiraj does or does not become, it's certainly a fantastic modern interpretation of the classic GT formula with its short front overhang, long hood, rakish roofline and petite rear deck. The strong character lines running along the sides and exaggerated 22-inch wheels round out the beautiful coupe, and Cadillac's signature vertical LED lighting elements are found at the front and rear. Also take note: the badge on the grille is a crest without a wreath, basically confirming our earlier report.

General Motors shaking up its marketing... again

One of the things that dogs the full comeback of General Motors is the instability of its marketing. That part of the automaker got yet another big shakeup today when GM confirmed what I have been tweeting for a few days - strong rumors that the Chevrolet and Cadillac ad accounts are walking to new ad agencies.
Cadillac, GM's luxury brand, is going into review from Fallon Worldwide, Minneapolis and the indications are that Campbell-Ewald, Chevy's old ad shop, will end up with most or all of it. C-E just announced that it was moving from its long-time home in Warren, MI to a new downtown Detroit office next to Ford Field, just blocks from GM.
The other shoe to drop shortly will be the shift of GM's most important brand, Chevy, from Goodby, Silverstein & Partners of San Francisco to McCann-Erickson of Troy, MI. McCann used to be the agency for Buick and GMC, as well as GM's corporate advertising, and has retained some pieces of business over the last few years. Sources have even told us that it was McCann that did a lot of the creative work on Chevy's new ad platform, Find New Roads. (Not to be confused with a former McCann tagline for Saab, "Find Your Own Road.")