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Cadillac Looks to Revamp Image

January 23, 2002

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DETROIT (AP) _ Cadillac, the car line most associated with old-money luxury and gentility, is hooking up with Led Zeppelin, the classic rock band best known for hard-driving music and debauchery.

As part of a new marketing campaign called ``Break Through″ to raise the profile of Cadillac’s newest vehicles, the CTS, XLR, Escalade and Escalade EXT, television commercials will feature the song ``Rock and Roll″ by the British rock group, General Motors Corp. said Tuesday.

It’s the first time Led Zeppelin has sold its music for use in a commercial, GM said.

``We wanted the ‘Break Through’ campaign to communicate a unified Cadillac message,″ Kim Kosak, Cadillac director of advertising and promotions, said in a statement.

``The music lends a consistent message and tone throughout and also adds an emotional element to all the spots,″ Kosak said.

The ``Break Through″ theme will be used in the marketing campaign during high profile events like the Super Bowl, Winter Olympics, Academy Awards, Wimbledon tennis and Ryder Cup golf along with other prime-time programming.

``The new campaign helps the luxury vehicle buyer understand that Cadillac is back with a bold new product lineup,″ said Mark LaNeve, Cadillac general manager.

Other stunts include wrapping the First Bank Center building in New Orleans with a giant image of the CTS.

The wrap, which went up Jan. 18, is 100 feet high and 75 feet wide and carries the message ``CTS Cajun Style.″ It will be seen by the crowds coming to New Orleans for the Super Bowl, Mardi Gras and the National Automobile Dealers Association convention.

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On the Net:

General Motors Corp., http://www.gm.com

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