In October 2021, Cadillac accepted a limited amount of reservations for the first vehicle in its new electric fleet, the 2023 LYRIQ. With VIN #1 months away from rolling off the line, eager hand raisers secured every available reservation within minutes.

 

When ordering a LYRIQ became available through dealers in May 2022, Cadillac wanted to use media's megaphone again to tout its electric future. Following Super Bowl LVI, client briefed the agency, hitting the gas pedal on a 360 broadcast and social campaign with a 3-week turnaround from concept to air. 

 

We called it Ventilator Speed. 

 Although limited, existing assets were stunning, vibrant, and human. Pulling from the library of LYRIQ, we built a bold language to usher the opportunity to own a piece of the future.

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In order to individualize social and broadcast assets for audiences, creative partners and I crafted a visual approach hiring separate teams working simultaneously. Dueling editors maximized creative experimentation and the methodology proved provocative. Clients choose from two different edit styles, each stitching a non-linear spots. These different techniques became platform unique so social assets had a different energy than broadcast, rounding out the campaign quickly.

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