Cadillac has a new ad theme for this fall: “Work Hard. Be Lucky”. At least this is what executives familiar with company’s advertising plans said to Automotive News. The new Cadillac ads will be made by Rogue, a team of three agencies owned by Interpublic Group of Cos.: Hill Holliday, Campbell-Ewald and Lowe.
For those who don’t know, Rogue received Cadillac as a client back in June 2013. The first ads carrying the new theme will start roll out in the United States in the next week but Cadillac will wait for November to start the big push.
Although Cadillac officials didn’t confirm the new tag line, spokesman David Callwell said that the theme "was pivotal in [Rogue's] creative pitch to help them win the account it is one of the creative concepts that has a lot of momentum." He also added that "It could very easily end up being a line of copy along with other lines; we don't really know yet. It's an open question as to how dramatically it will be featured."