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Award: Shortlist
Shortlist / Direction / Film / 2021
Cadillac is at a critical juncture, about to launch the next chapter of its storied history. The Cadillac LYRIQ is the first page in that next chapter - the EV future. The brand needed to challenge antiquated perceptions of Cadillac and get the word out about the new product. In order to do that in a crowded Super Bowl environment, Leo Burnett Detroit leveraged another cultural Icon to grab attention, entertain, and challenge perceptions. This led to unprecedented enthusiasm, record-setting interest in the product, and a movement to turn a commercial into a full feature film.
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