Cadillac Ad

12/10

https://www.youtube.com/watch?v=XXsNgZ4amAM

In this advertisement, Cadillac hoped to target ALL Americans, not only those on one side or the other of the divide in United States politics. To accomplish this, they chose to support an idea that would appeal to all of us: Unity. The ad begins with a loud scene of fighting and protesting and a narrator saying, "We are a nation divided," painting the picture of desperation to entice the viewer to watch the entire ad. Then, the tone quickly changes as the narrator says optimistically, "But what they don't tell you, what doesn't make the news is this: We carry each other forward, no matter who we are or what we believe."

I noticed that the first scenes of protests and fighting were depicted in black and white, but as soon as the narrator began talking about the love and togetherness of the American people, the pictures came to life in color. I found this tactic to be very interesting and well thought out. A video shown in black and white carries a darker and more glum feeling, while one in vibrant color carries that of lightness and happiness.

The feelings of euphoria, peace, togetherness, and love were exactly what Cadillac wanted you to feel when watching the second part of this ad. Videos of a black man hugging a police officer, a person holding a sign that reads, "Free Hugs," and a family being reunited were used to target these feelings.

Cadillac created a "brand experience" with these videos. They want us to believe that their company will help us to achieve this nation of happiness. This is lovemark. They show the sad and divided USA, then the happy and united one, complete with vibrant colors and joyful music, quickly followed by the Cadillac logo and slogan. Cadillac wants those who watch this commercial to make a deeper (and perhaps subconscious) association between their company and the unity of people in the United States. This association would accomplish the ultimate goal of loyalty beyond reason, or lovemark.

They want us to convince ourselves that buying a Cadillac is the same as supporting national unity, and who doesn't want everyone to be hand-in-hand and in harmony?