I’m not a fan of slow reveals and teasers. Seeing a new product for the first time should be more like a hookup after a night out on the town. When you get home you don’t want a slow strip tease. Instead you want to knock over lamps and trip over animals as you get down to business. The same should apply to vehicle reveals. Brands should keep their mouth shut, head down and work to perfect. When the time comes pull the wraps off and leave the public speechless.
General Motors is obsessed with creating buzz. The Stingray was another product that was a victim of the how-sausage-is-made mini-video strategy.
I’m not sure if this approach is the work of Cadillac or their ad agency, Campbell Ewald, either way the latest videos are not very good.
Setting aside my position on the piecemeal approach to generating buzz, there are two reasons these shorts kind of suck.
- Same is boring: These videos are very similar to the shorts made to create buzz around the Stingray launch. Do something different, something extraordinary.
- Lacks quality: I’m not a videographer, but the video above doesn’t appear to be in focus, the panning isn’t smooth and the text wobbles at the end. Maybe this is a new trend to appear user generated, but I expect professional content from a brand launching what will likely be one of its most expensive products.
My point: If you commit to short videos, shoot them with the same quality you would a TV spot. It'll be interesting to see if the quality of these short videos goes up or down as brands begin to offer them as ad units on Instagram / Facebook.
Will NEW Escalade forget OLD Escalade?
GM announced they were turning to indie rock photographer Autumn de Wilde to tell the story of the new Escalade.
Here deWilde talks about how she falls in love with her subjects: http://link.brightcove.com/services/playe…
From GM’s press release:
“De Wilde's vivid portraiture gives her the perfect lens with which to capture the 2015 Cadillac Escalade from an artistic perspective. The images she created highlight the sophistication, luxury, and iconic nature of the Escalade in an expression different than that of traditional automotive photography.”
It would appear that traditional photography just couldn’t capture this new Escalade. Could this signal some kind of massive reimagining of Escalade? Is Cadillac’s SUV having a Slim Shady to EMINEM moment of maturity?
I’m curious to see how GM might reimagine the Escalade. To many of us the SUV has always been a bold, in-your-face, luxurious people hauler covered in chrome that makes no apology for its glitter and glam. The Escalade is a rolling testament to personal modest financial success.
It’ll be interesting to see how things like sophistication and art factor into the new Escalade’s message.