Cadillac may be associated with American luxury, but it seems the brand itself may have sponsored a documentary on the Chinese Communist party.
The film, titled either “The Birth of a Party” or “The Great Achievement of Founding the Party,” depending on your translation — details the birth, rise, and development of the Communist party in China. According to reports, the piece covers topics ranging from the people’s reaction to the Russian revolution in 1917, to its current status in modern day China, and everything in between.
Cadillac announced the sponsorship deal on Shanghai General Motors’ Web site earlier this month, where the company indicates it’s using the sponsorship to promote its new long-wheelbase STS, known as the SLS.
We still haven’t heard an official reason why Cadillac would sponsor such a movie, but we wouldn’t be surprised if the underlying reason was product placement. U.S. consumers may cringe at the idea of an American company sponsoring a communist propaganda film, but all those involved with the project — which presumable includes members of the CCP itself — will be chauffeured around in the new SLS sedans. These are the target customers for the long-wheelbase executive sedan, and coupling the new car to the film and the premier seems like a logical way to increase the SLS’ public exposure.
Although the deal may be a no-brainer in China, we wonder if (or when) it’ll be blown out of proportion by talking heads here in America. Does Cadillac’s marketing deal in China impact your perception of the brand in this country? Send us your thoughts in the comments section below.