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#1 commercials are supposed to appeal to the target group they are selling to so you can imagine yourself in the car in this example. Their target group seems to be the LGBT minority crowd as I don't see any traditional white guy or girl examples. I think someone there thinks this will make caddie look hip but it's really not doing anything for them. See the other poster comments on the Jason Wu commercial as an example. Do I want my personal image associated with him? No. Personally I prefer the old stereotypes of mafia and pimp car over this crap.
#2 Styling. Styling should be unique, identify the brand, and pleasing to the vast majority of the population. Caddie and a few other brands have styling that misses on the third point. It's so overdone it's polarizing and like hillary or trump, you love it or hate it. This looses a lot of potential buyers who just can't get past the looks.
#3 BMW and most makers have upsized each generation for decades. Caddie, known for being the big American luxury car, has downsized and it's flagship car is now about the size of a 5 series. Even caddie has recognized this and says this is a filler until they bring out their real full size sedan S class 7 series competitor.
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