Cadillac SRX launches third wave of Route 66 ad campaign amid recall

Ten days before the campaign was launched, the General Administration of Quality Supervision, Inspection and Quarantine called for the recall, due to faulty wheel lug nuts, of 2,653 imported units of the Cadillac SRX made between 3 September 2012 and 7 March. 

The third series of the advertising campaign, called 'Route 66, features Karen Mok and was created by McCann's Shanghai team.

Mok was also the brand's spokesperson in the previous two series, which were aimed at getting people to fall in love with America's highway culture.

The commercial highlights the performance capabilities of the vehicle, including its 'CUE' multimedia infotainment system and torque-vectoring all-wheel drive system.

McCann's account leader for Cadillac, Shao Jia (邵佳), said that through consumer research, the agency found the target audience to be increasingly focused on the psychological level of advertising. "We hope the attitude of the pursuit of freedom will be passed on to more Chinese consumers, and we believe that emotional resonance will impact their purchasing decisions," Jia said.

The campaign, which features 15-second and 30-second television spots, has aired on CCTV's news and sports channels as well as on major provincial satellite television channels. In addition, Youku, Tudou, PPTV, Sohu and other video sites are running the spot online.

Print ads in major car-enthusiast magazines and outdoor space at airports and office buildings have also been bought.

CREDITS:

Project title:  Route66 Season III
Client: Cadillac
Brief: SRX Y2013 Model Launch campaign
Creative agency: McCann Shanghai
Creative Director: Chunkit Yu
Art Director: Michael Zhou
Copywriter: Vion He
Director: Perry Westwood
Producer: Chen Li
Studio: Black+ Cameron