automotive

Cadillac Adds To 'Audacity' Creative

Cadillac has added creative to its “Audacity” web page that highlights the achievements of a Detroit family-owned-and-operated Cadillac dealership.

It was originally posted in time for Black History Month, but the spot continues to be featured online. The musically driven spot amplifies Black ownership, family legacy and hypes an all-electric future with the Cadillac Lyriq.

The Audacity web page is where Cadillac demonstrate the General Motors luxury vehicle division’s commitment to equity and justice through intentional partnerships and storytelling, says Juanita Slappy, head of multicultural marketing, Cadillac.

“This commercial was created not only to celebrate Black History Month, but honor iconic family legacy and how entrepreneurial drive serves their customers, community, and Cadillac,” Slappy tells Marketing Daily.

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The creative, created by Spike DDB, Cadillac's multicultural agency of record, is inspired by Cadillac’s impact on multicultural family legacy, all while being powered by iconic music and Black artistry.  

“Fusing the rich musical traditions of Detroit with the distinctive prestige of the iconic luxury car brand, these films boldly embrace the past that shaped us – while looking fearlessly toward the future," says Rodney Passé, the spot's director.

The brand also created #PlayMyCadillac, a curated Cadillac playlist that tell "audacious and  prestigious stories through iconic music," Slappy says.

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