Advertising pundits still talk about it: In 2002, Cadillac planned a huge advertising campaign around its then-new CTS sedan — and subsequent next-generation lineup — around The Doors’ song “Break on Through.” But at the last second The Doors thought it “uncool” or something and pulled out of the deal. Cadillac quickly found a legendary rock band not averse to taking their money in Led Zeppelin. The song they used was “Rock and Roll,” yet the name of the campaign, “Break Through,” was left to spearhead the revitalization of Cadillac.
Flash forward four years, and the agency that bungled that launch is no longer in charge of Cadillac advertising — and the “Rock and Roll” theme song is gone too. Hip ad group Modernista (think Hummer’s recent ads) took over in June, and as it preps a new campaign around another new CTS we’re wondering how this revitalization will go. Suggest new theme songs in the comment section.
