• WSJ (paid subscription required), Thursday, January 19, 2006 12:30 PM

Cadillac is using the upcoming Super Bowl as the lynchpin in its marketing plan to launch its 2007 Escalade. The game will be held in Detroit, headquarters of Cadillac parent General Motors, and the carmaker is going all out to blanket the town with its Escalade message. Plans calls for 100 new SUVs to cruise city streets in the days before the game, and ads will appear at the Detroit Metropolitan Airport and on the People Mover, the city's elevated train system. And, naturally, a TV spot for the car is scheduled to appear in the second quarter of the big game. The ad reflects a fashion show with the Escalade being the main attraction. For the commercial, Cadillac and its ad agency, Leo Burnett Detroit, hired fashion models, built a regulation runway, and chose celebrities like Rachel Hunter to appear in the ad.

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