Developed by Leo Burnett, the new series of commercials was shot on location at a military school in Invalides in Paris, and marks one of the most significant marketing investments since the brand first launched in China in 2004.
The spots feature a wild stallion being tamed and calmed by the presence of the Cadillac SLS - a metaphor that aims to convey the idea that a true leader, with intelligence and resolution, has the ability to calm a chaotic situation, said Jacky Yang, Leo Burnett, group brand director.
Shots of the car are interspersed with the stallion, before ultimately closing with the strapline: "For the charismatic leader whose confidence and determination inspire and influence others in a prestigious way".
"Cadillac has been in China for about three years now, so we need to continue to educate consumers and communicate the emotional feeling of the brand," said Yang.
"The campaign really works to establish a premium positioning for Cadillac."
Targeting high-end consumers and entrepreneurs on the mainland, the Cadillac SLS is seeking to erode its competitors marketshare in the luxury sedan segment. Yang noted that while these consumers are determined and insightful decision makers in the business world, they are also looking for emotional resonance and identification or style in their choice of vehicle.
"The opportunity for Cadillac is that it can present itself as a real choice for the target consumers, who are increasingly looking for something that can represent their own personality and style," she said.
The campaign includes print, outdoor and radio, and ZenithOptimedia is handling media planning and buying.
The launch comes as key competitor Audi reviews its creative account, pitting incumbent Shanghai Lintas against Ogilvy & Mather and DMG.
Growth in the luxury segment is continuing to outstrip gains in the wider passenger car category according to sector analysts JD Power ARA Forecasting, which noted that China experienced 35 per cent growth for the YTD December 2006 compared with 2005 in the regular sedan market.
Meanwhile, the luxury sector increased by 60 per cent over the same period to 157,000 units sold.
