Cadillac Gets Stars to Encourage Hands-Free Driving and ‘Let Go’

The brand ties iconic luxury with technological advances, says CMO Melissa Grady

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Cadillac is following up on its humorous and nostalgic Super Bowl spot with Edward Scissorhands’ son last month with a release Thursday of a celebrity-studded series of ads promoting its Super Cruise “hands-free” driver assistance technology.

The new spot, titled “It’s Time to Let Go,” was created by Weber Shandwick and highlights how Cadillac—and the 2021 Escalade—are at the forefront of new automotive technology. By tying iconic luxury with technological advances, the brand and its parent, General Motors, are able to tell an “ongoing story” anchored in a traditional sense of luxury and amusement, Cadillac CMO Melissa Grady told Adweek.

Cadillac’s previous Super Bowl spot, “Scissorhandsfree,” spotlighted its first all-electric vehicle Lyriq and the hands-free technology.



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