Uwe Ellinghaus Shares The Secret Behind Cadillac's 'Dare Greatly' Ad Campaign ... - GM Authority (blog)
Cadillac’s ‘ Dare Greatly ’ ad campaign was launched with the intention of reshaping the image consumers have of the brand and to create more awareness. The man in charge of it all, Uwe Ellinghaus, thinks marketing towards a particular demographic is just ‘mental masturbation’, as he told The Motley Fool , and says Dare Greatly is instead focused on giving Cadillac a “point of view. Ellinghaus said marketing to a certain demographic is “the marketing of the 1980s and 1990s,” and is not the proper way to advertise a luxury car. The brand has uprooted itself from Detroit and planted a new headquarters in New York City, invested $12 billion on new products, and launched an expensive new ad campaign. They are risking it all in order to be serious players in their respective industry, like those individuals featured in the ‘ Dare Greatly ’ commercials, and are attempting to appeal to those with entrepreneurial spirit along the way. “So this entrepreneurial spirit — we are the brand for people who are individualists,” Ellinghaus told The Motely Fool. These are the people that I have in mind for Cadillac, and I am convinced this is as appealing as it is for older people with an entrepreneurial spirit, who are still very alive, as it is for the younger generation. Source: gmauthority.com
