It’s Been a Long Time Since I Rocked and Rolled The key for Cadillac would be grabbing the attention of these baby boomers long enough to get them to even consider a Cadillac, let alone take a test drive. In order to cut through the clutter of contemporary advertising, reinvent the brand’s personality, and form an emotional connection with potential customers, Cadillac turned to rock and roll-the conduit to puberty, family, love, and other emotion evoking times and moments for its target market.
Its 2002 Super Bowl ads featured anything but the refined and hushed voices that traditionally characterized Cadillac television ads during Sunday golf tournaments. Instead, viewers heard Robert Plant’s screamy voice singing the Led Zeppelin classic, “Been a Long Time.” Cadillac General Manager Mark LaNeve explains, “Cadillac’s resurgence in the luxury marketplace is the result of incredible new products, combined with a new contemporary, pop culture attitude.
Tags: ads, cadillac, television
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