Critique: Cadillac CTS ad with Kate Walsh, when you turn your car on, does it return the favor? Now here is an ad that I can get excited about! They creators of the ad may have had the Kate sex appeal in mind when developing this creative for the male market given that the CTS is a model designed for the male market, however, it gets A's all across the gender board in also appealing to women. This liberated and luxurious female message hits all the right chords with women and goes further beyond brand to extend to product appeal. I found myself considering what it would be like to drive a Cadillac even though this is not my auto brand of choice.
SWING gives this ad top marks for smart marketing with women!
Tuesday, October 28, 2008
Cadillac and Kate Walsh, firing on all cylinders!
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Interesting. By employing traditional male media stylings; quick edits, ripping soundtrack, flashy graphics and lots of beauty shots, Cadillac has certainly created a spot that is masculine. However, it doesn't appeal to men other than the eye candy of Kate Walsh. Men will respond to the features which are mentioned yet dismissed as important and then disengage as they see that the car is a candy apple red. Men are attracted to facts and that's why many traditional auto messages push the performance aspects of the vehicle alongside the adrenaline.
And while the ad seductively positions power, opportunity, and potential firmly in womens' hands - is it not also appealing to those same womens' attachment or framing of what power means to them; for example is power inherently masculine?
Certainly Cadillac and its agency would have women believe so.
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