The Escalade headed to Miami and the Super Bowl to make its national television advertising debut and to participate in several high-profile celebrity events during the Super Bowl weekend. The 30-second spot, broadcasted during the second quarter of the game, is set to the rock-and-roll music of "Bad to the Bone" by George Thorogood. In addition, Cadillac is supplying a fleet of 15 Escalades for visiting celebrities seeking transportation to the city's hottest hotels, restaurants and VIP events in Miami, including a prestigious weekend celebrity fashion show, Hollywood all-star celebrity softball game and the commissioner's party.

The ad and high-profile event participation represent one more phase of an innovative relationship marketing campaign designed to attract young, affluent consumers to the Escalade. The campaign began in October with a luxury tailgate tour at 17 NFL and college football games, NFL Quarterback Club sponsorship and Hollywood celebrity test drive program.

Steve Rosenblum, Cadillac's director of advertising during the Escalade campaign development, said the Super Bowl was selected for its attention-grabbing value and overall fit with the brand's awareness-generating launch campaign. The ad was created to establish the Escalade's bold personality and to separate it from the competition.

"Having a high-profile presence in Miami and airing the ad during the Super Bowl are a great tie-in to the tailgate parties and other programs we've been doing around the country. The first sport-utility vehicle in Cadillac's 96-year history deserves to be showcased in a major effort like the Super Bowl."

Some of the celebrities utilizing Cadillac Escalade service include supermodel Niki Taylor; MTV-stars Daisy Fuentes and Carmen Electra; Rodney Peete; actresses Vivica Fox and Lela Rochon; legal reporter Star Jones and Super Bowl half-time act Big Bad Voodoo Daddy.