Cadillac did not spend $5 million for an ad slot during Super Bowl LIII two weekends ago. Yet, it reaped the rewards of brand exposure during the big game anyway.
Artist Big Boi, part of Outkast, rolled onto the halftime show stage in a what appears to be a 1970s Cadillac DeVille convertible. Social media networks lit up as Big Boi made his entrance, and Cadillac itself got in on the action.
— MyBookie Sportsbook (@betmybookie) February 4, 2019
The brand tweeted in response to the artist’s vehicle choice, “Hey Big Boi, we like the way you move too.” In what was likely a dream for every advertiser and marketer, the artist retweeted Cadillac’s tweet and said, “Send me a truck.”
Immediately, Cadillac was placed in front of hundreds of thousands of Big Boi’s followers—Cadillac didn’t have to spend a dime to do so.
Cadillac has remained synonymous with music culture for decades, as big convertibles and finned sedans ooze a certain “cool” factor not many other models of the time do to this day. It’s here where we will renew our
calls screams for Cadillac to embrace its status as the American Bentley. Quit chasing the German portfolio and embrace what Cadillac has always done best: big, expensive, comfortable luxury vehicles.