Matthew Miller
Apr 6, 2017

Cadillac puts America first in China campaign

Launch ad for CT6 model by Leo Burnett Shanghai places focus on US heritage and technology.

Cadillac's new CT6 cruises beneath New York City's Brooklyn Bridge, displaying admirable traction control on an ice-covered East River. Earlier in this new ad for Shanghai General Motors by Leo Burnett Shanghai, a bold Eurasian man departs a freeze-framed American party to drive off in his CT6 because, the voiceover says, "when yesterday keeps you from moving forward, pay no attention".

Rocky Hao, executive creative director, Leo Burnett Shanghai:

Through this commercial we hope to show people the new American spirit of both the CT6 and those who own one. As Cadillac’s flagship sedan, CT6 consumers are pioneers with an entrepreneurial spirit. They are not satisfied with the restraints of commonly defined success. They are always looking to break through the status quo and pursue new challenges. It requires great courage to face an unknown future, especially for people who have already achieved certain heights of success and comfort in their lives. 

The 30-second commercial has just started airing on CCTV and other national TV channels. In addition, social-media agency Pro-Trend is set to execute a plan involving a celebrity "high-tech agent" explaining the car's technologies, test-drive PR events will be carried out in different cities, and function-focused commercials will be launched in May.

Campaign comments: This is a well-crafted ad, and we trust the brand and agency are confident it will appeal to the intended audience. Yet one cannot help but wonder what Cadillac will do if we see an escalation in trade tensions and/or anti-China rhetoric emanating from the White House. What if 'American spirit' changes from something Chinese consumers aspire to, into something they revile? 


Account management
Managing Director: 王恺宜 (Angie Wong)
Business Director: 温富亮 (Laurent Wen)
Account Director: 戴维 (David Dai)
Account Executive: 赵蕊娜 (Rena Zhao)
Executive Creative Director: Rocky Hao(郝崎)
Group Creative Director: Eric Sun (孙孺)
Creative Director: Frankie Qian (钱晓舒)
Associate Creative Director: Kyle Cai (蔡元锴)
Producer: Ray Chang (张瑞恒)
Head of Planning: Icy Li (李玉红)
Planning Director: Mike Mou (牟家逸)

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