No surprises with the announcement that General Motors Corp. is moving its estimated $225 million national Cadillac account to Modernista, Boston, giving Publicis Groupe's Leo Burnett Detroit, Troy, Mich., a 90-day termination notice. A major factor in the decision had to be GM’s unhappiness with Burnett's TV launch for the newest-generation Escalade sport utility vehicle in a 60-second fashion-show-themed commercial that broke with much fanfare during the Super Bowl this year. The glitzy spot was expensive -- Burnett rented a former airplane hangar in Los Angles to create a fashion show, complete with a 100-foot mirrored runway, name super models such as Rachel Hunter, celebrity makeup artist Kabuki and 250 extras. Not only did the spot cost a fortune, it was perfect demonstration of how most US car advertisers (and their agencies) rely on high production values rather than ideas. Compare their efforts to the Renault TV spot from Germany I just posted about. Then ask yourself, why do most American car companies lack a sense of humor?
Maybe Cadillac should go into the furniture business!
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