General Motors has launched a new ad campaign for the 2023 Cadillac Lyriq crossover starring Canadian tennis player Bianca Andreescu.
This new ad campaign was developed for the Canadian market specifically, with Andreescu a well-known sportsperson in her home country. According to MediaPost, the ad campaign was female-led from start to finish, with Cadillac Canada’s creative agency, Isobar Canada, working in collaboration with director Kat Webber to put two separate 15-second spots together starring the Mississauga-born athlete.
“There’s a deliberate poetic style to how the visuals of Bianca and the Lyriq interact, paired with imaginative framing and top-of-the-line motion control technology,” Webber said of the new commercials.
The 15-second ad spots also feature Cadillac’s new ‘Be Iconic’ tagline, which GM Authority was the first to uncover in a trademark filing earlier this year. The Be Iconic tagline was previously used in a U.S. ad spot for the 2023 Cadillac Lyriq starring actress Regina King entitled “The Beauty of Defiance.” A separate ad spot for the Cadillac Lyriq released in the spring entitled “Lighting the Way” also focused on a female protagonist and emphasized female empowerment in a similar fashion.
Canadian deliveries of the 2023 Cadillac Lyriq will begin after U.S. deliveries, with the electric crossover set to arrive in the country next fall. The vehicle is available to pre-order now and will be priced from $69,898 in Canada.
The 2023 Cadillac Lyriq is motivated by a 100 kWh lithium-ion battery pack and single-motor powertrain driving the rear wheels. Output is measured at 340 horsepower and 325 pound-feet of torque, with more than 300 miles of range offered per charge. DC fast charging nets up to 195 miles of range in 30 minutes. The vehicle will enter production at GM Spring Hill Assembly plant in Tennessee early next year.