"Sometimes you've gotta take the wheel and sometimes you've gotta let it go."
- Tiffany Haddish
The 2021 Cadillac Escalade marked the debut of the most extensive update to Super Cruise since its introduction. Research showed that 85% of people who tried Super Cruise wanted it in their next vehicle—so our challenge became clear: get luxury buyers to simply try driving hands-free. But asking someone to take their hands off the wheel goes against one of the cardinal rules of driving, which meant earning their trust was everything.
Our idea: show some of America’s favorite celebrities taking that leap. By watching familiar, trusted personalities experience hands-free driving for the first time, viewers would feel more confident—and more curious—about trying Super Cruise themselves.
Highlights:
Beyond the numbers, the campaign achieved what mattered most: breaking into non-automotive, pop-culture media. Outlets like Dujour and ExtraTV—known for celebrity, fashion, and trend coverage—were suddenly talking about Cadillac and Super Cruise. And that was exactly the shift we set out to create.
Awards:
Our idea: show some of America’s favorite celebrities taking that leap. By watching familiar, trusted personalities experience hands-free driving for the first time, viewers would feel more confident—and more curious—about trying Super Cruise themselves.
Highlights:
- 101M+ impressions
- 62M+ YouTube views
- 5M+ estimated earned reach (150+ broadcast clips, 150+ online stories)
- 2% increase in favorability for Super Cruise
- 109 unique pieces of content produced
Beyond the numbers, the campaign achieved what mattered most: breaking into non-automotive, pop-culture media. Outlets like Dujour and ExtraTV—known for celebrity, fashion, and trend coverage—were suddenly talking about Cadillac and Super Cruise. And that was exactly the shift we set out to create.
Awards:
- 06/2022: Shorty Awards – Finalist: Influencer & Celebrity Brand Partnership / Multi-Platform Partnership
- 06/2022: The D Show (Adcraft Detroit) – Finalist/Silver: Best of Public Relations
- 04/2022: Webby Awards – Honoree: Best Influencer Endorsement
- 03/2022: MediaPost Marketing Automotive Awards – Winner: Best Viral Marketing Campaign or Execution
- 02/2022: N.A. SABRE Awards (PRovoke Media) – Winner: Best of Automotive
Case Study Video
"It's Time to Let Go" :90 Video
ft. Sofia Vergara, Joe Manganiello, The Jonas Brothers, Tiffany Haddish, Stephen "tWitch" Boss, Allison Holker, Weslie Boss and Maddox Boss
"Sofia and Joe Let Go" :60 Video
ft. Sofia Vergara and Joe Manganiello
"The Jonas Brothers Let Go" :60 Video
ft. Kevin, Joe and Nick Jonas
"Tiffany Haddish Lets Go" :60 Video
ft. Tiffany Haddish and her younger brother
"tWitch and Allison Let Go" :60 Video
ft. Stephen "tWitch" Boss, Allison Holker, Weslie Boss and Maddox Boss
The Making of "It's Time to Let Go"
ft. Jeff Dinakar (Cadillac Engineer), Elizabeth Banks (director), Sofia Vergara, Joe Manganiello, Nick Jonas, Kevin Jonas, Tiffany Haddish, Stephen "tWitch" Boss, Allison Holker, Weslie Boss and Maddox Boss
Photography
Credits:
- Creative Leadership, Concept & Interviews: Iain Lanivich
- Account Leadership & Talent Management: Steve Janisse
- Group Creative Director: Tony Kause
- ACD/Copywriter: Tommy Simon
- Sr. Art Director: Kirby
- VP, Integrated Production/Producer: Chris Coole
- Producer: Cassie Kline
- In-House Editor: Madeline Kidd
- Production: Harvest Films
- Executive Producer: Bonnie Goldfarb
- Director: Elizabeth Banks
- Post-Production: Cut+Run, Jogger
- Editor: Jay Nelson
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