Cadillac & the big game

[Bruce Nunnally]

DETROIT - From special pre-game fan events to sponsorship of the post-game MVP celebration, Cadillac is staking out a significant presence in and around Super Bowl XXXVIII in Houston. The integrated marketing effort reflects Cadillac's continuing partnership with the NFL as the Official Vehicle of the Super Bowl for the third consecutive year.

"Like Cadillac, the Super Bowl is a celebration of American success," said Chris Hamer, Cadillac director of advertising and promotions. "The Super Bowl is a natural venue for Cadillac to showcase our ongoing product renaissance."

Following are highlights of Cadillac's Super Bowl XXXVIII game-day marketing plans:

A new 60-second commercial, "Turbulence," will debut during the Feb. 1 game broadcast on CBS. The commercial highlights the powerful performance of the CTS-V high performance luxury sedan, the Escalade sport utility, the SRX performance utility and the XLR luxury roadster

The new 60-second "Turbulence" spot will air late in the third or early in the fourth quarter. It features visuals as dynamic as the head-turning designs and innovative technology found in Cadillac vehicles. Shot in a desert setting, the commercial shows Cadillac vehicles cutting through air as if slicing through water creating turbulence - first a CTS-V that stops at an intersection, then an Escalade and an SRX that approach the intersection from opposite ways. As the Escalade and SRX pass each other, they create a tornado-like turbulence that eventually dissipates to reveal an XLR with its top up. As the top of the XLR mechanically drops, it reveals a woman driver, whose hair flows freely as if she were under water.

Cadillac will be presenting sponsor of the Super Bowl MVP Award that airs immediately after the game, with the game's most valuable player receiving a trophy and a Cadillac of his choice. The post-game events will be touted in a billboard ad at the game's two-minute warning. Cadillac will also air three 30-second spots in the post-game show, one for the XLR and two for the SRX.

Beginning in the game's third quarter, fans will have a chance to help select www.superbowl.com.

Four Cadillac vehicles along with a 6-foot replica of the MVP Trophy will be displayed at the stadium entrance from the Super Bowl Corporate Hospitality and Official Tailgate party. Attendees will have the chance to have a digital photo taken, which they will later be able to download from the Internet.

Cadillac will sponsor the "Iron Man" show, hosted by CBS broadcaster and former Super Bowl MVP Phil Simms and airing from 1 p.m. to 2 p.m. EST on CBS. Cadillac General Manager Mark LaNeve will award an Escalade to the NFL player who wins Simms' Iron Man award.

In addition to game-day activities, Cadillac will have a presence in the days and weeks leading up to the game. Highlights include:

More than 400 Cadillac vehicles with a Super Bowl logo are being provided to the NFL to be used during Super Bowl week. Cadillac also will have a fleet of 35 Escalades on hand for use by VIPs.

A Cadillac-sponsored "Defining Moments" Super Bowl display will appear at The Galleria in Houston from Jan. 2 to Feb. 1. Individual banners at The Galleria present key anecdotes that helped define the previous 37 Super Bowls. The Galleria display will include Cadillac vehicle displays, computer kiosks linking to www.cadillac.com and www.superbowl.com, and the MVP trophy won by New England's Tom Brady at Super Bowl XXXVI. The display will be promoted with a Jan. 3 newspaper wrap and in special sections leading up to the game in the Houston Chronicle.

"Defining Moments" also will be presented online at www.cadillac.com from Jan. 15 to Feb. 8. The site introduction is provided with an image and audio message from Phil Simms. Each page of the site has a "Defining Moments" banner and highlights a current Cadillac vehicle.

Visitors to the superbowl.com web site will see a full-page superstitial ad highlighting the Escalade, SRX and XLR when they click off the home page.

The second annual Cadillac Super Bowl Grand Prix on Jan. 31 will raise money for charity with media members and celebrities racing in go-karts provided by nationally acclaimed Bondurant Driving School. Cadillac will present the first place winner with a check for $10,000 for his or her favorite charity, 2nd place will receive $5,000 to donate and 3rd place $2,500. Last year in San Diego, Leeann Tweeden earned $15,000 for the National Breast Cancer Organization. Some of this year's contestants are Jimmy Fallon, Paris Hilton, Jimmy Kimmel and David Arquette.

Cadillac will sponsor a display tent at the NFL Experience, running Jan. 24 to Feb. 1 in the Houston Convention Center. The trophy won by Tampa Bay's Dexter Jackson at Super Bowl XXXVII will be featured. Cadillac product displays will include the Ultimate Tailgating Vehicle created for Discovery Channel's "Monster Garage" hosted by Jesse James, the Escalade ESV has amenities like a 42-inch plasma screen TV, stainless steel grille and sound system loud enough to drown out the cheers of opposing fans.

A Super Bowl-oriented print ad for XLR, "Raise the Roof," will run in the NFL Experience program, will be the back cover of the Super Bowl program and will appear in the GM Overdrive advertorial space in the Jan. 26 Automotive News.

A Super Bowl-oriented print ad for the Escalade ESV Platinum Edition, "This Year's Trophy Is Platinum," will appear in the Super Bowl program and in a Texas Monthly Guide to the Super Bowl.

Cadillac vehicles will be on display around Houston at hotels and venues such as the NFL's media center, corporate hospitality and concert.

Cadillac will tout its involvement with the Super Bowl in advance with "brand bags" - plastic newspaper delivery bags - delivered the weekend of the game in several markets including Houston, Dallas-Fort Worth, St. Louis, Kansas City, New Orleans and Memphis.

During game week, a special MVP package will be delivered to participating Super Bowl teams, containing a Cadillac-branded Tiffany key chain and informing the players about the Cadillac vehicles eligible to be won by the game MVP.

[JasonA]

Cool! Just another reason to hang out by the TV this Sunday. Go PANTHERS!

[Bob D]

Hot Diggety Dog!!.."Gentlemen, Start Your Eng".....uh, that'll be the CTS-V's debut at Sebring...Oh well, I'll look forward to both!

Looks like the recorder should be ready for the game..(ads..)

[Joe Caddy]

Cadillac is also putting on a drive event for special guests and dealers. They will have a chance to drive the new STS as well as several CTS-V's. The event is on Friday.

[Marika]

Speaking of Super Bowl. The number 1 question I'm getting from Super Bowl junkies is:

What wine goes with potato chips?

People ask me this since those who know me know I'm sort of a wine afficionado, albeit, exclusively red wine. So, I'll answer the question here too, just in case anyone needs to know.

Regular, old fashioned style chips go well with a Chardonnay. Ridged style chips go well with a Sauvignon Blanc. Chips that are flavored such as BBQ, salt & vinegar, sour cream or onion go best with a bold red such as a Shiraz/syrah, Sangiovese or a Pinotage. Enjoy!