General Motors has rolled out its new advertising campaign for the 2020 Cadillac XT6, which was directed by Hollywood filmmakers Anthony and Joe Russo and their fillmmakers’ collective, Bullitt.
The centerpiece of the campaign is a spot entitled “Crew Ready” which is set to Diplo’s “Welcome to the Party,” track and presents a new, edgier look and feel for the brand. GM says the spot also shows “crews of all types, from a squad of rocker dads to a team of powerful stuntwomen,” taking turns behind the wheel of the XT6 and positions it as a car for customers of different backgrounds.
“The XT6’s ‘Crew Ready’ campaign signifies a new way of thinking about Cadillac SUVs,” said Cadillac marketing boss Deborah Wah. “XT6 customers are always ready for an adventure, and we knew closely partnering with the directors of the highest ever grossing film, the Russo brothers, and Bullitt was the perfect way to bring this vision to life.”
The Russo Brothers directed Captain America: The Winter Soldier, Captain America: Civil War, Avengers: Infinity War and Avengers: Endgame. Bullitt, a self-described “filmmakers’ collective, creative studio, and marketing think tank situated at the nexus of entertainment and advertising,” was founded by the brothers alongside another high profile director, Justin Lin, of The Fast And The Furious franchise and Star Trek: Beyond.
GM will likely upload the various spots from the new Bullitt-directed marketing campaign for the Cadillac XT6 to its YouTube channel, so stay tuned for more coverage on the crossover’s official new ads from GM Authority.
Subscribe to GM Authority for more Cadillac XT6 news, Cadillac news, and around-the-clock GM news coverage.
Comments
“I love Los Angeles, and I love Hollywood. They’re beautiful. Everybody’s plastic, but I love plastic. I want to be plastic.”
– Andy Warhol
This already looks cringey. Car commercials are generally so bad; why can’t they figure out how to advertise like beer companies?
These aren’t even real people! They’re actors!
Kinda surprising Cadillac sees this as the market for the XT6.
PS – typo alert – it’s ‘Wahl’ I believe, not ‘Wah’.
Would have been much better without the voice over.
More to the point, the 1st line in the voice over “Everyone has an entourage” doesn’t need to be there. Has nothing to do with the vehicle, and it takes away from the dramatic feel of the commercial.
The line is, “Everyone has a crew” and the ad demonstrates how you can take your crew with you in the XT6. Demonstrates a baby seat and a sense of humor. Sure, they are actors, and beautiful…even plasticky, but the ad worked for me and I liked it. Definitely a vehicle that is one my short list.
I’m sorry. Rap music and “cool” people with fancy clothes and too much makeup does nothing to
make me want to buy a product. That formula is so played out, it has literally lost its affect.
One does not need Hollywood royalty to put together another look-a-like commercial.
Promote the car. You know, the actual product you’re selling. Or, at least tell a story that the actual people
who might consider purchasing said product can relate to.
I wasn’t a huge fan of the Mathew McConaughey Lincoln commercials, but they had an energy that
spoke directly to the senses. A calmness that led you to believe they believed in their products.
This look-a-like rap crap tells me nothing about the car. It feels overwrought, staged, and trying
too hard to be cool.
And, no. Not everyone has a “CREW”.
I prefer this upbeat commercial over Mathew McConaughey Lincoln commercials.
Everyone’s a critic when it comes commercials. Just be happy Cadillac and Lincoln have commercials for their vehicles.
My comment explained I wasn’t a big fan of the Lincoln commercials.
But, loud, fake, in your face cookie-cutter commercials that don’t represent the actual customer, let alone say much about the car, is boring and the easy way out.
What about that commercial made you want to buy the XT6?
Did it even inform you of what the product was and its benefits that made it the choice to buy in its class?
You are not getting it.
Commercials are evolving nowadays to entice viewership. And I disagree with your assessment in the second paragraph. If you look at any consumer product, they have a unique take in them not explaining directly about the product nowadays that keep people glued to the commercial.
I can do research on line about the XT6. That is the reason for the commercial the way it portrays. It entices people interested enough to go online or thru social media to check it out. Better, go to the dealership for overall experience.
What I don’t get, is your view of what you think is logic.
So what you are saying is, companies spend millions of dollars on advertising their products only to not tell the viewer anything about them so people will be enticed and stayed glued to the TV.
That makes no sense.
On top of that, you then say that the expensive to produce
commercial is only there to serve as a prompt to lead people to their websites to learn more about the product.
If the commercial did it’s job, more people would be going to their website or the dealer, not because they weren’t informed about said product, but because they were blown away by the the initial presentation. You know, that expensive to make and promote commercial.
It’s a good thing you’re not in the advertising business.
“ Hey guys, let’s make our commercial hip and cool but barely say anything about our product. That will make people more enticed to stayed glued to our cool empty message which barely explains the product. That will make people really want it, because they won’t have a clue as to what we are really offering.”
Brilliant…
You seriously think that people are idiots and think that a commercial should have one mission and it is to talk about something of that particular product so people can research it? It all depends on what the product is. FYI, people in general will research a product since this society generally will do research before they pull the trigger on something.
The looks of the car alone is good enough to research the car on-line. Even if that commercial stated one important thing about the car, people will still research the car online, regardless.
Perhaps it is you who should not be in advertising but to float your boat, I don’t have a degree in advertising but I do like what I like. Nothing wrong with the commercial.
Why do some on here act like it is the end of the world for Cadillac because they show commercials like this?
Would you want Cadillac to have classical and smooth jazz music with a different scene instead in the commercial? IMO, it would not make much difference because most on here would still complain.
If the commercial did not show the XT6 at all compared to the earlier stages of Dare Greatly ads, I can see going thru the roof.
Good thing you don’t work for Cadillac!
I can’t help you.
No Jazz music, or any music is going to sell a car.
You miss the point completely.
Another fake, cool, empty, sheeple commercial is lazy and in no regard displays creative or enticing narrative to stand out and make people desire the product.
Maybe I should be in advertising, bc copycat sheeple presentations are a dime a dozen, and apparently appeal to people like you who are brainwashed to settle for less and fall for, “just another copy effort”.?
Get creative, man. Don’t fall for the same formula that everyone else is following.
Use your imagination to go to the next level!
Think for yourself. Dig deeper.
@ Johnls_39
Hey, John. Sorry we don’t agree. That’s normal and a good thing to keep the world diverse.
I played sports in High School, I’m a musician and an artist/ designer. That makes me very competitive and opinionated.
Having said that, I apologize if I started getting personal. That’s not cool.
I don’t think the commercial was a total flop. But, I as I stated- it just seemed ok, and not very original.
I actually really like the GMC tailgate commercial with everyone’s jaws dropping and the truck tailgates dropping their as well. It’s creative, but delivers a direct message. Even if it only focuses on one feature.
And that’s kind of what I’m preaching here.
Be creative, original, and at least point out a class-leading advantage, if you actually have a feature that bests the competition.
All good!
Zcat,
No hard feelings and my apologies from my tone of voice also.
I do agree that GMC tailgate commercial was cool though. Unique and original.
The only thing that we can agree only about Cadillac is that both of us are passionate about Cadillac and want Cadillac to do better.
Exactly!
Stay cool. Or, somewhat comfortable. 🙂
I agree. The vehicle alone is enough to make me want to research it further. It’s gorgeous inside and out and has a great presence even in the commercial. Like most Cadillacs it appears that the XT6’s presence is even stronger at night. The commercial did a good job of showing Cadillac’s prestige simply with that shot of the blacked mesh grille and famous Cadillac emblem. That shot was perfect!
I’ve been saying this forever…people will complain no matter what Cadillac does. There’s the crowd that wants them to be the standard of the world. This crowd is split into two different crowds in itself. There’s the old folks whose idea of going back to being the standard it to literally go BACK in time to when Cadillacs were big, sloppy, floaty, sluggish pimp cars that got 10 mpg with massive inefficient V8’s.
Then there’s the crowd whose idea of going back to being the “standard of the world” is to do things never seen or done before like a level 3 autonomous 3-wheel Cadillac EV or some ridiculous sh*t similar to such.
There are the Americans whom are European Luxury fanboys that wants every Cadillac that goes to production to ONLY be a potently powered, RWD biased, cornering beast despite their actual suburban purposes (XT4, XT5, XT6, Escalade) and to offer numbers upward of 400hp and 400lb ft. of torque for quicker arrival to the kids’ teacher/parent meetings it will frequent.
Cadillac is one of very few brands that have the burden of trying to cater to soooo many drastically different demographics yet somehow make EVERYONE happy at the same time. I’ve come to terms with and accepted the fact that there will ALWAYS be somebody unhappy with something this brand does. Exhibit A: they put out a simple friggin’ commercial and here we are. Smh.
After seeing the XT6 a couple of times now rolling by it has a good amount of road presence. The new design cues continue where A&S left off with offering a unique light signature that’s all Cadillac. The dark colors look awesome on the XT6 as well.
Pretty awful. There are some commercials that I could watch over and over but I hope I never have to see this one again.
Not to worry though, Cadillac will totally change direction with their marketing by the time the new year is rung in.
Once again they miss the mark. Not trying to ride BMW and Mercedes but their commercials tend to show that their brand has prestige. Cadillac seems to be in love with this “woke” crowd. I just cringe at most of Cadillac’s (All of GM in America really) commercials these days.
The best commercial that they did recently was one that featured a white CT6 with a dad and his family, I liked the serious tone of that commercial. Cadillac was once the standard of the world so they need to project that and not cater to the woke/hip crowd that wont buy these vehicles in the first place.
Also the Oscar commercial that had the former V-series models was good. It felt like someone left FCA temporary to do that commercial.
The Slade being apart of Pop Culture has kept the sale numbers up there. GM is just trying to piggy back off of that success which is a smart move.
Who signs off on this stuff? How does it make it through all the supposed checkpoints? I really don’t think Cadillac has a clue on how to sell their vehicles.
Cadillac, Cadillac style……
Guestt,
Interestingly that ad campaign is remembered from 30 years ago. I doubt anything from today will be remembered. I liked the ‘Dare Greatly’ tagline but a company has to live up to their motto or else it’s meaningless and, sadly, Cadillac is the antithesis of that slogan.
Exactly what I think.
I love the tag line. It was brave. But unfortunately, the product offering did not back it up.
Produce the concepts and improve interior design and quality, and for F’s sake, improve the power train options above Chevy and Buick.
I still love, “The Standard of The World”.
If only…
I keep searching for something to make me want to buy the new CT6. The search continues…
HORRIBLE who wants to listen to that crap –who thinks this is CADILLAC material –should be FIRED –HOW ABOUT TELLING THE CUSTOMER SOME ASPECTS ABOU THE NEW MODEL ( BOY WHAT A CONCEPT ) I really hope they DON’T show that commercial it is degrading to CADILLAC
where can i get that hat?