Cadillac, the luxury car brand from General Motors premiered its newest video advertisement for ‘All-Electric 2023 Cadillac LYRIQ’, during the broadcast for the 93rd Academy Awards held on Sunday, April 25, in Los Angeles, at both Union Station and the Dolby Theatre.
The ad film “Lighting the Way,” for the brand’s first electric car, shows a young businesswoman transforming into a business leader over time, representing the true power of an individual’s internal drive to improve themselves and the world. The voiceover for the film is done by actress cum director, Regina King, who continues the brand story by embodying Cadillac’s values.
Cadillac has long used the Oscars as a perfect avenue to introduce new products or launch marketing campaigns. The brand’s eighth appearance at the Academic Awards was nothing short of magnificent. The spot for ‘Cadillac LYRIQ’ premiered at the Oscars, officially got the ball rolling for its broader campaign, called “The Light Makers.”
“The Light Makers” has taken the automobile world by storm, with the brand further expanding the reach through homepage takeovers, out-of-home billboards, a Twitter activation and an online visualizer that lets people digitally interact with the vehicle. The campaign is creatively conceptualized with a ‘light orientation’ to reflect LYRIQ’s unique lighting designs, including a 33” diagonal beacon with the ability to emit over one billion colours.
With a full charge, ‘Cadillac LYRIQ’ gives an estimated range of 300+ miles. Moreover, LYRIQ offers the first true hands-free driver assistance technology with Super CruiseTM. “The Cadillac of EV’s” arrives just three months after the Detroit-based automobile giant, General Motors refreshed its brand identity, with the proposition to deliver “zero crashes, zero emissions and zero congestion.”
Cadillac has been advertising at the Oscars, since 2013. Nevertheless, the Academy Awards is not the only platform the brand uses for its marketing campaigns. Cadillac has a legacy of advertising at grand stages and mega-events, including the Super Bowl.
Cadillac’s advertisement for Super Bowl, which premiered three months back, shows off the EV’s semi-autonomous driving suite. Cadillac’s 90-second Super Bowl special spot for LYRIQ takes a nostalgic turn with Timotheé Chalamet played, “Edgar Scissorhands.”
The reservation for ‘All-Electric 2023 Cadillac LYRIQ’ will commence in September 2021 and the initial availability begins in the first half of 2022.
“The 2023 Cadillac LYRIQ will deliver a high-performance luxury experience setting a new standard for Cadillac,” said, Rory Harvey, Vice President, Global Cadillac.