"Sometimes you've gotta take the wheel and sometimes you've gotta let it go."
- Tiffany Haddish
The 2021 Cadillac Escalade was rolling out the enhanced version of Super Cruise, the most extensive update to the hands-free technology since its introduction. We had learned from a study that 85 percent of people who tried Super Cruise said they wanted it in their next vehicle. The challenge then was to convince luxury buyers to simply try driving hands-free with Super Cruise. That’s asking for a lot of trust in a technology that goes against one of the cardinal rules of driving to always keep your hands on the wheel. So, our idea was to showcase some of America’s favorite celebrities taking a leap by driving hands-free in hopes that viewers would be more inspired to follow suit.
Highlights:
Beyond the numbers, the objective was really met in the penetration of non-automotive, pop-culture outlets that covered our story. Places like Dujour and ExtraTV, that focus mainly on celebrity gossip, fashion and trends were suddenly talking about Cadillac and Super Cruise, which is exactly what we set out to do.
Awards:
Associated with Weber Shandwick
Highlights:
- Over 101 million impressions
- Over 62 million views on YouTube
- 5 Million+ Estimated Earned Reach (150+ Broadcast Clips, 150+ Online Stories)
- Increased Favorability of Super Cruise by 2%
- 109 Unique Pieces of Content
Beyond the numbers, the objective was really met in the penetration of non-automotive, pop-culture outlets that covered our story. Places like Dujour and ExtraTV, that focus mainly on celebrity gossip, fashion and trends were suddenly talking about Cadillac and Super Cruise, which is exactly what we set out to do.
Awards:
Associated with Weber Shandwick
- 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
Campaign 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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