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Cadillac, the American car line most associated with money and luxury, is taking a ride with Led Zeppelin, the classic rock band known for hard-driving music. Television commercials will feature the song Rock and Roll by the British group, General Motors Corp. said Tuesday as it outlined a new marketing campaign -- with the theme "Break Through" -- for the Cadillac CTS, XLR, Escalade and Escalade EXT. It's the first time Led Zeppelin has sold its music for use in a commercial, GM said. The ad campaign "helps the luxury vehicle buyer understand that Cadillac is back with a bold new product lineup," stated Mark LaNeve, general manager of GM's Cadillac division. "We wanted the 'Break Through' campaign to communicate a unified Cadillac message," added Kim Kosak, Cadillac's director of advertising and promotions. "The music lends a consistent message and tone throughout and also adds an emotional element to all the spots." Other marketing moves include wrapping the First Bank Center building in New Orleans with a giant image of the CTS. The wrap, which went up Jan. 18, is 30.5 metres high and 23 metres wide and conveys the message "CTS Cajun Style." It will be seen by crowds visiting New Orleans for the Super Bowl, Mardi Gras and the National Automobile Dealers Association convention.



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