Cadillac Rolls Out Biggest Ad Push In Three Years

http://www.adage.com/news.cms?newsId=33916

Spending Could Rise to $100 Million

By Jean Halliday

DETROIT (AdAge.com) — General Motors Corp.’s Cadillac brand gets its biggest ad push since its 1999 “Power of &” blitz with 12 new spots this year in its “Break Through” campaign, which arrives Feb. 3.

In one spot, the voice-over, by actor Gary Sinise, says, “The legendary bloodline is about to boil.”

Print ads arrive in February weeklies, followed by outdoor and radio efforts to support the campaign.

Bcom3 Group’s D’Arcy Masius Benton & Bowles, Troy, Mich., handles the account for Cadillac.

D’Arcy Chief Creative Officer Gary Topolewski dubbed the work “very clean and to the point … without a whole lot of ad agency words.”

A Cadillac insider said spending could rise to $100 million this year.