RE: Behind the Scenes as Celebrities Try Super Cruise | 2021 Escalade | Cadillac19 Mar 2021 10:39
After relying on Regina King to tout the its Escalade and Winona Ryder and Timothee Chalamet to generate buzz for its new electric Lyriq, Cadillac is continuing down the promotional road with celebrities.
Sofia Vergara, Joe Manganiello, the Jonas Brothers, Tiffany Haddish, and Twitch and Allison Holker appear in a new series of videos that promote use of the General Motors brand’s “Super Cruise” hands-free technology. The vignettes will appear starting Thursday on YouTube and on Cadillac’s web and social channels, says Melissa Grady, chief marketing officer of Cadillac, in an interview.
“We are helping people understand the technology that exists in our cars,” says Grady, who notes that consumers make a real connection when they see a famous person reacting in the moment to an upgrade in the dashboard. There is a vivid moment, she says, when someone takes their hands off of the wheel of a car in motion and lets “Super Cruise” take the lead. Executives felt they should “go out and have some people who are very recognizable, who have big personalities, and let’s film them in this moment, have them tell the story.”
https://variety.com/2021/tv/news/cadillac-tiffany-haddish-sofia-vergara-advertising-super-cruise-1234933351/