Since Cadillac hooked up with LED ZEPPELIN early last year as part of a marketing campaign called "Break Through", the sales of Cadillac cars rose 16 percent, according to Cadillac advertising director Kim Kosak. In addition, prior to kicking off its ZEPPELIN-backed ad campaign at the 2002 Superbowl, Cadillac ranked third in advertising recall among luxury brands. "We're now No. 1," supplanting Lexus and Mercedes, said Kosak.
LED ZEPPELIN raised eyebrows in late 2001 by licensing "Rock And Roll" to Cadillac for a TV commercial campaign for a reportedly "ridiculous" amount of money. It marked the first time that the group entered the ad game and prompted the usual cries of "sellout" from fans.
However, former ZEP frontman Robert Plant said at the time that he found nothing wrong with using the 31-year-old song in this manner. "I think that's appropriate," he said. "I don't know how people view it, but as far as a young generation goes, if you hear that music in as many possible places as you can outside of the normal home for it, then it can only be a good thing."