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Cadillac Launches First New Advertising Spot For 2007 Escalade During Super Bowl XL


January 2006
 Filed under: CADILLAC Car News | CADILLAC Headlines
DETROIT- Cadillac will assume its position as the Official Vehicle of Super Bowl XL, using the game to launch the first television spot for its all-new 2007 Escalade. The advertising features a compelling connection to fashion and luxury while emphasizing the vehicle’s bold design and jewelry-like chrome accents. Leo Burnett Detroit, Cadillac’s advertising agency, created the brand’s Super Bowl commercial.
The 60-second spot, “Chrome Couture,” positions Escalade with the elements of fashion, beauty and glamour. The spot was created under the guidance of director Jeffrey Plansker; fashion industry experts Hector Castro and Patrick Milini; Colleen Atwood (Academy Award winning costume designer for Chicago and current designer for Memoirs of a Geisha) and famed makeup artist Kabuki. Celebrities Marcus Allen, Rachel Hunter, Vida Guerra and Jadakiss in a later iteration add contextual relevance to the commercial by subtly appearing in the background of the spot.

“The ‘Chrome Couture’ spot is one of the boldest Cadillac has ever done, linking the vehicle’s dramatic presence and bold design to an idea and lifestyle,” said Jim Taylor, Cadillac general manager. “This Super Bowl spot positions Escalade as the star and showcases it as the beginning of the next phase of Cadillac’s ongoing product renaissance.”

The 60-second spot, airing during the second quarter of the game, takes place amidst a fashion show and opens backstage while models get their hair and makeup done and dresses tailored last minute. Out front, the crowd begins to file-in and fashionistas, paparazzi and celebrities pack around the catwalk. The lights go down and an eclectic mix of music sets the tone as the models make their way down the runway. Immediately noticeable are hints of chrome on their gowns, makeup and accessories.

The last model, renowned Vogue and Victoria ’s Secret supermodel Oluchi, rises up to the catwalk on a platform, revealing chrome eyeliner, lipstick and accents to her dress and jewelry. The focus then shifts to the Escalade as it arrives on the catwalk in all its black paint and chrome accent glory signaling the arrival of the industry’s most popular SUV. The arrival of the Escalade closes the fashion show and the spot as the models file in behind the vehicle.

“Historically, Cadillac has always been at its best living in the world of glamour, celebrity and fame,” said Tor Myhren, executive creative director, Leo Burnett Detroit. “It’s been the car of choice for Presidents and movie stars. Now, you see the same thing with Escalade. Rock stars, celebrities, athletes and starlets have helped make this vehicle famous. Escalade is synonymous with glitz, paparazzi and pop culture. So we played up glamour, but with Cadillac attitude and edge.”

In addition to featuring advertising during the game, Cadillac will also be the presenting sponsor of the Super Bowl XL MVP Award immediately following the game, where the MVP will select the Cadillac of his choice. During the post-game MVP Award show, Cadillac will re-air the 60-second “Chrome Couture” spot that appeared earlier in the game.

About Cadillac

Cadillac is a division of General Motors (NYSE: GM). General Motors, the world's largest vehicle manufacturer, designs, builds and markets cars and trucks worldwide, and has been the global automotive sales leader since 1931. Cadillac products include the CTS sport sedan, SRX luxury utility, STS performance luxury sedan, DTS large luxury sedan, XLR luxury roadster, Escalade full-size SUVs (Escalade, Escalade ESV and Escalade EXT) and the high-performance V-Series (CTS-V, STS-V, XLR-V) three cars that go 0-60 in under 5 seconds.

About Leo Burnett Detroit

Leo Burnett’s Detroit office creates advertising and integrated marketing communications programs for clients including Cadillac, Pontiac, GM Service and Parts Operations and GM Powertrain in the US . Global management of GM brands from the Detroit office include Chevrolet in more than 45 countries, Cadillac in 26 countries, and HUMMER in 12 countries.

Source: GM

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