DETROIT (

TheStreet

) --

The Matrix

star Laurence Fishburne has a new gig: spokesman for Cadillac.

General Motors

(GM) - Get Report

said Monday that Fishburne's voice will be part of Cadillac ads starting with the Rose Bowl game telecast on Jan. 1. The ads are part of Cadillac's new "Red-blooded luxury" campaign, which will make the point that Cadillac is home-grown, unlike

Lexus

and

Mercedes Benz.

.

Actor Laurence Fishburne

Fishburne is a screenwriter, director, producer and an actor.

"At Cadillac, our ambition is to continue to set a new standard in our own distinctive way," said Don Butler, vice president for Cadillac marketing, in a prepared statement.

-- Written by Ted Reed in Charlotte, N.C.

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Ted Reed