Creative Brief – Cadillac or Cup holders

Client Info: Cadillac

Prepared and approved: Advertising and Marketing Department for Cadillac’s 2008 line.

Background overview: In the spring of 2008, Cadillac launched a new campaign, with a little assistance from a few gorgeous celebrities. These advertisements were created to entice a different type of customer. One that is less likely to buy a bulky, gas guzzling SUV - A young, intelligent and sexy female.

One commercial asks the potential buyer, “When you turn your car on…, does it return the favor?” My favorite, a commercial with Sofia Vergara, entails the reasons the “average” woman purchases a car - cup holders. While this may ring true, Cadillac wants to introduce you to a new woman. Cadillac wants the woman who wants all that only Cadillac can offer, not what most standard cars offer. “Maybe the researchers need to talk to a different kind of woman”.

Objective: To sell cars to women who seek more than simple features.

Audience: Sophisticated female drivers. With these possible attributes:

Over 25
Upper class income
Middle to upper class social status
Collegiate education
Independent in style and thought process
Independent thinker
self-sufficient

Single most important thing we want to said: Real women value sustenance not, just visual stimuli or “small conveniences in life”.

Supporting rational or emotional reasons to act or believe: Regardless to how ridiculous of a deal breaker cup holders may seem, Cadillac wants the woman to step away from the boring, common misconceptions of women and cars.

Cadillac is trying to appeal to the sensible side of women. A luxury purchase, such as an SUV, should be made out of lust not love.

http://www.youtube.com/watch?v=BDGg-ZqV4xM