Why GM Cadi-lacks Cool

In case you haven't seen the new 'swanky' Cadillac TV spots let me provide a critical summary. The commercial opens with some person driving and speaking to the non-existent audience/passenger. The soliloquy's try way too hard to be cool, sexy and sarcastic. "In today's luxury game, the question isn't whether or not your car has available features like a 40 gig hard drive...or pop-up navigation etc..." Then, with a down shift and copy like "when you turn your car on, does it return the favor?" the commercial 'kicks in' the ill fitting, over dramatized hard rock music and drives all the way to the cheese factory. (Probably in 3rd gear) The reason this ad is so unbelivably lame is because it appeals to no one. In an attempt to appeal to too many dems, it falls incredibly short. I read an article explaining how Cadillac's new campaign was heavily rooted in market research. This may be true but read the endless list of demographics this ad hopes to reach are...• Loyalists – those who already own Cadillac’s • Boomers – the group turning 60 who really don’t like Cadillac • Alphas’ – tech types who search for information • Hot Moms – not your prototypical soccer mom • Move Ups -- young adults without preconceived ideas. I understand all the listed demographics are highly sought after, but you cannot use the same ad on 'Alphas' as you do on 'Hot Moms' and 'Boomers.' BABY BOOMERS and ALPHAS in the same 30 seconds???? That is an utter paradox. In their attempt to be 'hip' Cadillac really misses the mark. The ad needs a 'hip replacement' along with their boomer demographic. I am not sure where they are steering the brand, but I know it's the wrong direction.