Where are the rocks and trees?
A new ad campaign from Cadillac takes a big detour from the traditional automotive marketing approach. Rather than focus on one of the luxury maker’s products, such as the new CTS-V performance sedan, it picks up on one of the more inspiring speeches delivered by President Theodore Roosevelt back in 1910.
To some observers, it has brought to mind the controversial approach introduced for the 1989 launch of the then-new Infiniti brand which focused on a zen-like natural environment, rather than product. Except the rocks and trees of that campaign have been traded for a slow-motion rendering of New York – which just happens to be where Cadillac is moving its headquarters this year.
“It is not the critic who counts; not the man who points out how the strong man stumbles, or where the doer of deeds could have done them better,” declared Roosevelt at the Sorbonne in Paris on April 23, 1910.