Marketing in the News - Cadillac LYRIQ

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I was interested in this ad because I thought it was an odd way to show a car offers driving assistance.  

The ad I chose to take a look at in an ad for Cadillacs new all-electric LYRIQ that allows for the car to assist you while driving. The teen in the ad is Edward "scissorhands," he cannot participated well in many activities due to having scissors for hands. 

His mom is telling his life story about his scissorhands. He cuts things, breaks things, and also attracts magnets. Edward has to take the bus because he can't drive, however, the bus driver does not like it when he rides the bus because he breaks things. His mom sees him playing with a virtual reality driving video game and feels bad for him. She surprises him with a new Cadillac that can assist him with driving so now he can drive himself. 

Three main takeaways from the ad; Even if you don't have hands you can drive this car, this car drives for you, this car was bought by a single mom for her son so it may be more affordable. 

Cadillac offers a Cadillac shield as their value proposition. This includes a longer powertrain warranty, scheduled maintenance, and six years worth of free roadside assistance, as well as a loaner car. 

The reason for the ad is to announce Cadillacs new LYRIQ. This car is electric and offers driving assistance. Cadillac states "Like Edgar Scissorhands, you too can revel in remarkable convenience. LYRIQ will offer Super Cruise, the first truly hands-free driver-assistance feature for compatible roads..." 

The company is trying to show off the new driver assist feature. As well, the car is electric. By telling a "funny" story they are trying to get more people interested in the new cadillac. 

Driving assistance is nothing new, neither is an electric car. I think this is why they released the ad about this new car almost as a joke. 

The marketing approach is different in a way that anyone can drive basically, which is scary for kids or elders who think this car will specifically drive for them. 

If I were in charge of releasing this new information about a car I wouldn't show it off the same way they did. I get that this technology isn't a new thing so making it a job is a good way to get people's attention. However, I would have done the commercial in a way to almost make fun that this is a new car with technology that is luxurious but not new. Maybe an old lady telling everyone about the features of her new car and millennials being like, "we know!"