CrampCreative - Creative Leadership
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.
​
​
​​​​​​
-
The Business Challenge:
-
Reverse aging brand perception
-
Win consideration from younger luxury intenders​
-
Maintain credibility with existing customers​
-
Turn a product launch into a brand inflection point
-
-
Key strategic shifts:
-
​Move narrative from legacy to progress
-
Lead with design, power, and experience — not sustainability
-
​Adopt a contemporary tone and visual language
-
​Signal leadership in the EV future, not participation
-
​Use mass cultural visibility to accelerate perception change
-
-
​
-
The Execution:
-
​Move narrative from legacy to progress
-
Lead with design, power, and experience — not sustainability
-
​Adopt a contemporary tone and visual language
-
​Signal leadership in the EV future, not participation
-
​Use mass cultural visibility to accelerate perception change
-
-
The ExecutionA high-impact Super Bowl launch supported by an integrated
-
ecosystem of digital and social touchpoints.
-
-
The Execution:​
-
Emotional, cinematic storytelling
-
Cultural relevace Gen Y-Z
-
Modern, tech-forward visual identity
-
Cross-channel rollout to sustain momentum beyond game day
-
Messaging centered on forward motion and individualityThe campaign reframed Cadillac from a heritage brand entering EVs to a serious contender shaping the future.
-
The Impact​
-
Meaningful lift in relevance among younger consumers​
-
Increased consideration from luxury buyers under 50​
-
Strong engagement and traffic around EV offerings​
-
Renewed cultural visibility for the brand
-
​Clear repositioning as modern, innovative, and forward-lookingCadillac moved from nostalgia to next-generation luxury. Leadership
-
ContributionAligned brand, product, and communications strategy to ensure the EV launch delivered long-term perception change — not just short-term attention.
-
​
-
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.
​
-
Final Result:​
-
Timothee Chalamet in his first-ever commercial,
-
Huge gen z cultural cache/ brand value lifted
-
Tens of millions of dollars in eared media
-
Cadillac EV awareness up spiked
-
Increased consideration from luxury buyers under 50​
-
Strong engagement and traffic around EV offerings
-