Cadillac CTS
In this commercial Kate Walsh is driving a sleek, sexy Cadillac CTS. As she is driving she is explaining to “us” the consumer, why it is that she is driving the CTS. Obviously as a successful, intelligent woman, why did she choose this vehicle? I find their choice of advertising strategy brilliant. She starts off by telling us what she didn’t buy the car for. It’s not for the features that she goes on to name as the camera pans the car to highlight them individually. It’s not about the 40 gig hard drive, the sunroof, or the pop-up navigation system. It’s neither the wood grain interior nor the unspoken luxuries that the camera captures. The soft leather interior, the sleek design are all shown but not even talked about. Kate goes on to tell us about her favorite things, gossip magazines, dark chocolate, Italian shoes etc. All of which are a “girls best friend.” As she pulls up to a stoplight, she says, “and showing up to the boys club in one of these.” Emphasizing how it feels to drive the CTS. She pulls thru the light when it changes, clearly ahead of the “boys” in the car stopped next to her at the light. The advertisement closes with Kate driving with a coy expression on her face, and saying, “The real question is when you turn your car on, does it return the favor?” The last scene you see is a quick flash of the Cadillac symbol and the Motor Trend car of the year award for 2008.
Analysis:
The fantasy theme in this advertisement is all about today’s “luxury game”, as she refers to it. It’s all about status, and how this car makes you feel. It is appealing to people who want to make a statement about who they are through what they have. It tells us a lot about our culture. Making the social statement, “you are what you have”. This stresses the value our society places upon material positions versus content of character. The characters in the commercial are Kate Walsh, the Cadillac, and the men in the other car. The Cadillac is obviously the “Hero” being the main focus. Kate is the represented consumer. I find it interesting that she references “The Boy’s Club”, the Cadillac Company’s normal target demographic. These are generally successful middle-aged men with substantial income that feel entitled to luxury vehicles. They have turned it around in this commercial recognizing the growing population of successful women who want, love, and are willing to spend money on a beautiful flashy car to represent themselves. The men in the other vehicle are supporting characters. The company has put a lot of thought into what appeals to the target audience. Overall I think this is a good example of a fantasy or myth advertisement. They paint a vivid picture of how it feels to drive the CTS. They definitely make it look sexy and glamorous. They ask the question, what do you want your car to do for you? Cadillac puts the choice in your hands. Do you want to simply get from point A to point B, or would you like to get there while making a statement. The statement being I am sexy, successful and I deserve this car.