Blog: Dave LeggettCaddy @ Super Bowl

Dave Leggett | 31 January 2005

Does the term 'sporty Cadillac' seem like something of an oxymoron to you? Cadillac is determined to make you see things differently and is using the US sporting extravaganza known as the 'Super Bowl' again to get its message across. Below is a description of the 60-second Caddy slot. I wonder if the Super Bowl organisers are going to ask Janet Jackson back for a bit of a sing-song at half-time? I guess not. 


"The 'Barrels' spot-highlights the unexpected performance credentials of all three vehicles in the V-Series line-up that include the CTS-V, STS-V and XLR-V, focusing on their ability to go 0-60 m.p.h. in under five seconds," said Jay Spenchian, director of Cadillac marketing. "This spot is one of the most powerful yet to come from Cadillac. It will communicate to consumers that Cadillac really can compete with the best in the world."

The 60-second spot "Barrels" features the new CTS-V, STS-V and XLR-V communicating the acceleration capability, luxury and lifestyle of the new V-Series lineup. Each of the three vehicles is shown slowly backing up into a dark tunnel until only the headlamps are visible. The spot opens on a XLR-V parked on a mountain road. The vehicle slowly backs up into a dark tunnel which is carved into the mountainside, almost disappearing only to be seen are its two headlights. The same sequence unfolds as the CTS-V and STS-V also wedge themselves into urban and cobblestone tunnels with only the headlamps visible. The spot cuts with mounting tension to each of the three tunnel openings, everything is still. Next a rapid succession of sounds is heard followed by a shot of each vehicle barreling out of its tunnel. The spot ends as the voiceover says, "Bang" followed by a succession of black screens reading "The New Cadillac V-Series. 3 Cars. 0 to 60 in Under 5 Seconds."


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