CrampCreative
Cadillac
Super Bowl.
Timothee Chalamet stars in his first-ever commerical: a heartwarming sequel to Edward Scissorhands. This top 5 Super Bowl spot became a cultural talking point among Gen Z and millennials, elevating Timothee to new a new level of stardom.
Results
Featured in:
Vogue, Variety, Hollywood Reporter,
Business Insider, Rolling Stone, Vogue Teen,
People, The Independent, AdAge, Robb Report,
Refinary 29, Hypebeast, The Drum, Buzzfeed,
UPi, Paper Magazine, Cnet, E-News, Uproxx,
Movieweb, Bustle, iHorror, Hollywood Life,
Yahoo, Popcrush, Huffpost, The Washinton Post,
MovieWeb, PrimeTimer, HypeBay, NME,
Metro.co.uk, Reel Chicago, Looper, Good
Morning America etc...
Organic social impressions: 150m
Earned editorial: 1m +
Youtube rewatch 30m +
Organic social impressions 150m +
Earned Media total value $30m +
In the lead up to Super Bowl, in true Edward Scissorhands fashion, football-themed topiary appeared in and around the stadium. These sightings were seeded and shared widely on social channels.
Pre Super Bowl.
Helping Cadillac find its heart.
Super Bowl Case study.
The Situation
Cadillac remained one of the most recognized luxury brands in the U.S. — but skewed much older and was losing cultural chache. Younger affluent buyers were redefining luxury around technology, performance, and design; gravitating toward Tesla and European marques.
Cadillac’s EV rollout, anchored by an epic Super Bowl moment, created a rare opportunity to reset perception at national scale.
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The Business Challenge:
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Reverse aging brand perception
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Win consideration from younger luxury intenders
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Maintain credibility with existing customers
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Turn a product launch into a brand inflection point
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Key strategic shifts:
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Move narrative from legacy to progress
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Lead with design, power, and experience — not sustainability
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Adopt a contemporary tone and visual language
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Signal leadership in the EV future, not participation
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Use mass cultural visibility to accelerate perception change
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The Execution:
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Move narrative from legacy to progress
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Lead with design, power, and experience — not sustainability
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Adopt a contemporary tone and visual language
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Signal leadership in the EV future, not participation
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Use mass cultural visibility to accelerate perception change
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The ExecutionA high-impact Super Bowl launch supported by an integrated
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ecosystem of digital and social touchpoints.
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The Execution:
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Emotional, cinematic storytelling
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Cultural relevace Gen Y-Z
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Modern, tech-forward visual identity
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Cross-channel rollout to sustain momentum beyond game day
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Messaging centered on forward motion and individualityThe campaign reframed Cadillac from a heritage brand entering EVs to a serious contender shaping the future.
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The Impact
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Meaningful lift in relevance among younger consumers
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Increased consideration from luxury buyers under 50
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Strong engagement and traffic around EV offerings
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Renewed cultural visibility for the brand
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Clear repositioning as modern, innovative, and forward-lookingCadillac moved from nostalgia to next-generation luxury. Leadership
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ContributionAligned brand, product, and communications strategy to ensure the EV launch delivered long-term perception change — not just short-term attention.
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This was a growth mandate, not an awareness play. The InsightYounger buyers don’t reject heritage — they reject brands that feel stuck in it.Cadillac needed to demonstrate it wasn’t revisiting past glory, but building the next era of American luxury. The StrategyPosition Cadillac EVs as a bold expression of modern luxury — defined by performance, innovation, and confidence.
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Final Result:
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Timothee Chalamet in his first-ever commercial,
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Huge gen z cultural cache/ brand value lifted
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Tens of millions of dollars in eared media
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Cadillac EV awareness up spiked
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Increased consideration from luxury buyers under 50
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Strong engagement and traffic around EV offerings
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