Matrix Reloaded, Cadillac Remade

Nothing is what it seems. In the thematic Matrix universe, data is tangible, reality is virtual, and the mind's power is nearly infinite. In a world of high-gloss, green-tinged special effects, Cadillac believes appearance is everything and the deft product placement in this summer's slickest sci-fi extravaganza may grant the luxury brand more youth appeal than Led Zeppelin's entire back catalog could accomplish.

The depth and diversity of The Matrix blasted conventional ideas of sci-fi moviemaking by using the best of a spectrum of philosophical and dramatic sources woven into a textured, multilevel tale exploring the transcendental nature of human existence and free will. Heady stuff for popular consumption. It doesn't hurt to surround that tale with a very tasty crust of visual candy. An eclectic and rapid-fire assemblage of kung-fu, machine guns, and swordplay tantalize the eye, triggering adrenaline no complex discussion of causation ever could.

Amid the dangerous action, Cadillac scores premium real estate in marketing heaven, putting the American luxury division one step closer to a total makeover of its public perception. For nearly 15 minutes, millions of eyes will be focused on a familiar automotive icon: Cadillac's crest and wreath.

The Matrix Reloaded begins shortly after the conclusion of the original film, pitting heroes Neo, Trinity, and Morpheus against both new and familiar villains. The action centers on Neo and crew halting a mechanized blitzkrieg bent on the destruction of the last bastion of human civilization, Zion. Shutting down the attack requires direct access to the digital world known as the Matrix. Like the typical corporate IT manager, only one man has the knowledge and ability to unlock the portal, the KeyMaker. Spiriting him away from his malevolent host and twin banshee henchmen involves a foot chase that erupts into a sedan vs. SUV shoot 'em up.

Casting two Cadillacs in leading roles required setup both on- and off-camera. Before film was ever loaded, suitable vehicles approved by its auteurs -- the Wachowsky Brothers -- had to be found. A tip came into GM about a spot available in Reloaded. It was aggressively pursued by the Cadillac promotions department. Cadillac's general manager, Mark LaNeve, states, "...this is the first time Cadillac has strategically invested and leveraged its products in a major film." Matrix Producer, Joel Silver, puts it a bit more succinctly, "They were so desperate...er, anxious..."

Silver, though, admits that his previous experience with GM has been very good, paving the way for this tie-in. Nearly every vehicle in his 1993 feature "Demolition Man" was a GM concept with the hero car, a stunning red Olds 442, making the film a real treat for observant car enthusiasts. Though it's no longer a concept, at the time of filming, a production CTS was a long way off. Jim Taylor, Vehicle Line Executive for CTS, said that working protoype test vehicles, or "mules," were available for the Wachowski's inspection. They were accepted. But, the Escalade was a more difficult sell. The SUV simply didn't have the right look. Drawings of the proposed EXT, a "sport/utility truck" based on the Avalanche, finally got the nod. Since no EXT had yet been built, Chevy Avalanche prototypes and Escalades donated their chassis for reskinning with fiberglass EXT panels.