GM FYI Blog

One of the many unexpected things from GM at this year’s North American International Auto show was a pair of hip-hop musicians at the debut of the 2008 Cadillac CTS. Even more surprising to those of us who had not heard these performers — they played hip-hop with violins! We asked the producers of the GM event to explain why such non-traditional performers were chosen. And, if you haven’t seen it yet, take a look at the whole show. It’s definitely not your “traditional” Cadillac product introduction. — Bill Betts, GM Blogs Manager

By Dave Silcox
Clear!Blue Communications

The presentation of the 2008 Cadillac CTS was an interesting creative challenge. The new CTS is a much bigger story than simply the latest incarnation of a great luxury vehicle — this car makes a statement about the future of a legendary brand.

With that in mind, we approached the reveal as a communications platform to deliver a powerful message about Cadillac … its people … its values … and what its future looks like.

We started the press conference by showing the audience exactly what they might expect from Cadillac: the sophisticated and timeless classical music of a string quartet, sounds we felt were ideally suited for the traditional Cadillac event. Then … the Cadillac brand transformed in front of the media’s eyes with a little musical drama.

To accomplish this creative vision, Cadillac turned to the emerging talents of classically trained hip-hop violinists, Damien and Tourie Escobar of Nuttin’ But Stringz (N.B.S.).

We’ve been following the talented duo since the end of 2005 after catching their performances on programs such as NBC’s The Today Show and The Tonight Show with Jay Leno. GM first worked with N.B.S. back in October 2006 at the SEMA Show in Las Vegas, where they performed for a small contingent of media in support of Buick’s return to SEMA with 10 customized Lucernes. There, N.B.S. delivered another jaw-dropping performance — one that inspired members of GM’s communications team to suggest they be part of NAIAS this year.

At the time, we were in the early stages of developing the creative for the CTS event. N.B.S. was a natural fit to connect Cadillac’s past to its present and future by showcasing the actual Cadillac team members who were responsible for the creation of the new CTS.

Like the CTS, these guys are going places! Check them out over at their web site.

To see the Cadillac CTS reveal with N.B.S., take a look at this video over at FastLane.