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For the first time in more than a decade, an automaker will air a 90-second advertisement during Sunday's Super Bowl.

General Motors Corp.'s Cadillac brand will spend about $6 million to show the third-quarter commercial, which was created by a Troy ad agency.

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The brand's entire Super Bowl splash is estimated to cost more than $8 million -- nearly 7 percent of its annual advertising budget.

In a game that quotes commercial prices in 30-second increments, 90 seconds is epic-like, the "Lord of the Rings" of the ad world. But Cadillac thinks it's worth the gamble.

"We're launching three new vehicles, and the Super Bowl is the biggest advertising platform in the world," Cadillac advertising director Kim Kosak said.


The rest of the article is here:

Detroit News
 
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