[...] GM's Cadillac division had to scotch much of its planned ad campaign around Reloaded because the brand did not have access to film footage. Its CTS and Escalade EXT were prominently featured in the film, but the deal initially had been structured to go beyond product placement to a full-scale integrated TV campaign. That didn't materialize.

Mark LaNeve, general marketing manager of Cadillac, said that months before the film's release he was working with the studio on a plan for ads to show his brand's vehicles in the movie. Instead, Cadillac's effort was just a single ad in the Los Angeles Times the day the movie arrived and an ad in USA Today. Cadillac now denies it had wanted to do TV commercials.