Bryan Nesbitt says that BBH was selected to be the advertising agency for Cadillac due to passion for Cadillac, insight into luxury customers, and creativity:

DETROIT, Jan. 8 /PRNewswire/ — Cadillac has selected BBH (Bartle Bogle Hegarty) as our new creative agency of record. BBH was awarded the Cadillac business for their combination of passion for the Cadillac brand, deep insight into the luxury automotive target customer and outstanding creativity.

We look forward to continuing the renaissance of the Cadillac brand with our new agency partner.

Let’s look at some of BBH’s past work:

1) Vorsprung durch Technik – Audi

Promotional video for Audi: This is a 4 minute video that makes a persuasive case that Audi is for Drivers:

2) Laundrette: Levi’s jeans

Young man goes into a laundrymat, strips, and washes his jeans and t-shirt with a sack of rocks (stone-washed jeans I assume).

3) Keep Walking: Johnny Walker

Important walks through the last few decades

4) Crossroads: Johnny Walker

Metaphor for life choices — man has to select who to hitch a ride from at a crossroads

Conclusion:

All of these are interesting and fun to watch, so hopefully we’ll see some really great work for Cadillac that sells cars.  Also hopefully we’ll get some advertising that helps people remember what Cadillac is about — premium luxury and performance.

Past Successes: [wikipedia]

BBH has been Agency of the Year twice at Cannes, and has won 32 IPA Effectiveness Awards since 1988. BBH London was Campaign magazine’s 2005 UK Agency of the Year, an honour it also held in 1986, 1993, 2003 and 2004. BBH also became Effectiveness Agency Of The Year for 2008 at both the IPA and APG awards, the first agency to achieve this feat. In the USA, Advertising Age recently voted BBH Global Network of the Year and, in Singapore, Ad Asia has chosen BBH as its Agency of the Year for the region.