Cadillac. An old American brand. Almost antique. The average age of our driver is 62. Make the brand matter again. That was our charge. The vehicle was the all-new CTS. An exciting, sexy car. Our campaign had to live up to it. Suddenly, it was classic Perception v.s. Reality. So, with a budget significantly less than our competitors', we changed perception by declaring a new reality that hinged on one bold question, "If all things are equal, then what really motivates a person to buy one car over another?" For Cadillac to start a dialog with that premise, changed everything.

We brought all our partners together to develop a three-phased approach. 1. Reveal of the car at the Detroit Autoshow and flank this move with a steady stream of unique on & offline content to keep consumers interested until the car becomes available in dealerships. 2. Launch. National TV, print, OOH, cadillac.com and integrated media partnerships including FX “Damages”, CBS “Cadillac of Premiers” TV integration, CBS.com integration, ride and drive events and special vehicle appearances at key venues. 3. Sustain momentum with MotorTrend Car of the Year award communications.