There are two of those so far each featuring a group of twenty/thirty-something guys who look like extras from the cast of "Swingers.'' There is definitely a hipster, Vegas vibe with a little edge. These guys might be funny or sensitive but they are just too cool to let us know.

The other one is the same, except that it is at a golf course. One of the hipsters, who is wearing a pork pie hat (and what's cooler than that?), says he shot a round of golf "around 71.'' They scoff, saying the score is an absolute number. When they pull up --what are the chances? -- there are more older hip guys in a Cadillac. Asked if they think someone can shoot "around 71,'' the old guys stare at Porkpie, deadpan, for a while.

WHAT THEY ARE SAYING: Let's dispense with the obvious -- Cadillac wants younger owners. They pepped up the product and at the last Super Bowl had that ad with Led Zeppelin in which their car was so fast that it "broke on through,'' and caused some kind of a strange seismic shock wave.

That was not a rip-roaring success. According to Autodata Corp, Cadillac sales were down nine percent. Apparently, part one worked. Cadillac is no longer seen as a stodgy old boat. But now they don't just want buyers to respect the Caddy, they want them to love it. So much for the "Break on through'' concept.

The new ad agency is Modernista!, which did the Hummer ads that got a mixed reaction in this blog earlier. They are known for hip targeting of the young demographic. Which is another way of saying, if you don't get these ads it is your fault: You're not the right demo.

HOW IT WORKS: Well, a lot better than the Zeppelin shock wave, let's start with that. Zeppelin, in my humble opinion, was an odd choice for every one of the above target groups. Which of them was a Zeppelin fan? And the transparent, watery wave was a classic example of computer graphics in search of a reason.

The new catch phrase is : "Life, Liberty and the Pursuit.'' That's it. There's no pursuit ''of'' anything. Just pursuit. Hey, we can appreciate ambiguous striving. Nothing wrong with that. However, are these new guys really the ones you want to get car-buying advice from? The porkpie hat, for starters, is just somebody trying too hard.

The old guy/young guy dynamic is kind of creepy too. Doesn't it smack of someone working out some issues of daddy approval? They buy a Cadillac and finally they are admitted to the club. That's all it took?

And if that's the case, what about the "Hot Moms?'' Because a lot of those golf clubs with a lot of Cadillacs in the parking lot are kind of strict about admitting women into the club.

Granted, Cadillac is a tough sell in a rough market for American cars. They've got the right idea but would you really want to win the approval of either one of these groups? The old guys are cranky and the young guys are too cool to be any fun.

I think you goofed with the Led Zeppelin comments. Cadillac first used their song "Rock and Roll" in 2002, I believe in a commercial that aired during the Super Bowl.

And that marketing campaign was very successful. I don't know that they were going after 20-somethings with that song. I suspect that they were going after the youngest boomers- people that grew up with Zep. And that campaign worked- it made it ok or cool to drive a Caddy if you were 40-50 years old, with kids. You didn't need to wait until you were 60+ to drive one.

This is cache, read story here