Dive Transient:

  • Cadillac premiered a brand new video commercial throughout Sunday evening’s Academy Awards broadcast to introduce its first electrical automobile. “Lighting the Approach” reveals a younger lady morphing right into a enterprise chief over time, representing how folks can use their inner drive to enhance themselves and the world. The sunshine-oriented artistic idea stems from the 2023 Lyriq automobile’s distinctive lighting designs, in line with Cadillac CMO Melissa Grady.
  • The Normal Motors luxurious model premiered its new Lyriq spot to kick off a broader marketing campaign, known as “The Mild Makers,” which expanded on Monday by means of homepage takeovers, a Twitter activation, out-of-home billboards and an internet visualizer that makes use of gaming know-how to let folks digitally work together with the automobile and be taught extra.
  • Cadillac has lengthy used the Oscars as a platform to introduce new merchandise or advertising campaigns. With its eighth look through the awards ceremony, the carmaker is positioning the Lyriq because the cornerstone for its electrical automobile future within the coming decade, per Grady.

Dive Perception:

Cadillac’s marketing campaign for its first electrical automobile arrives simply three months after guardian firm Normal Motors refreshed its model to replicate a rising deal with electrical fashions. On the identical time, the Lyriq was a part of GM’s 2021 CES showcase, the place it confirmed off the corporate’s Tremendous Cruise driver help know-how, which additionally appeared within the “Lighting the Approach” advert through the Oscars.

Tremendous Cruise is a continuous theme in current Cadillac advertising, taking heart stage throughout final 12 months’s Tremendous Bowl and Oscars broadcasts in commercials for the Escalade SUV. Actress-director Regina King starred within the 2020 Oscars marketing campaign, “By no means Cease Arriving,” and once more in a Cadillac effort final fall. Now because the voice behind the brand new Lyriq spot, she continues the model story as an embodiment of Cadillac’s values, in line with Grady.

“There’s this inherent Cadillac DNA that’s about people who find themselves pushed; they hold pushing themselves, they all the time wish to do extra for themselves and for the world,” Grady stated.

Cadillac first started promoting on the Oscars in 2013 when its advertising staff discovered it shared overlapping audiences with the awards ceremony. Since then, it has leveraged the annual broadcast as a channel to introduce new merchandise or advertising messages.

“The Oscars enable you a second to step again and be a little bit bit extra cinematic in your promoting. It is a second when folks need that,” Grady stated. The annual awards present, in addition to the Tremendous Bowl, present entrepreneurs the house to inform extra difficult model tales which can be bespoke to the broadcasts’ audiences, she added.

Regardless of the Oscars drawing record-low viewership Sunday, Cadillac is not phased. Grady famous there was important social media chatter in regards to the model all through the awards ceremony. Cadillac will begin taking reservations for the Lyriq in September, earlier than the automobile hits the pavement in March 2021. Till then, per Grady, the carmaker will share a “fixed drumbeat of communications” to advertise its fashions and broader electrical automobile ambitions.