Had you been in Manhattan and strolled into SoHo bistro 100 Acres for lunch on Tuesday, you would have seen a lot of black Cadillac XTS sedans and SRX crossovers with sparkling black paint jobs lined up along the cobblestone street, and, of course, Pierre Kanter (GM’s car guy in New York) hanging out, making sure nobody grabbed one.
Cadillac gets a lot of beauty-shot placement as the SRX is shown from numerous angles tooling around the city with Walsh doing an in-vehicle monologue about the show while trying to find dresses and jewelry for Gerwig. For the gala itself, Cadillac will provide VIP valet service to a select group of celebrities attending the event, the automaker says. Melody Lee, director of brand and reputation strategy at Cadillac, said in a statement that the division developed the series with Vogue.TV.
From a brand positioning perspective, this is a departure from the male-centric Cadillac ethos of recent years around performance as an expression of luxury. Caddie performance makes sense as it works both to get the brand away from its now-distant, comfy-car past and also to put it in better stead against the Germans. With the launch of its global car, the ATS, Cadillac took the performance idea global, with a multimedia travelogue featuring a couple of intrepid-driver narrators.