Owning and driving a Cadillac is a milestone for many in the Black community.
From generations back when sharply-dressed men in their zoot suits picked up their new girlfriends, pillbox hat and purse in tow, cruising Belle Isle, up until now – the essence of luxury, class and community bond the many drivers together.
Culturally speaking, Cadillac is a vibe, too. In the Black community, getting a Cadillac is a pinnacle moment for many who made it. From the media to movies – the Cadillac brand is infused in many aspects of Black life and the Cadillac brand continues to press toward greater things creatively with a national musically-driven commercial that highlights the audacious achievements of a local family-owned and -operated Cadillac dealership.
The 30-second ad is brief but powerful with a lasting effect that shows significant community milestones: Black ownership, family legacy and waves of the future with an all-electric Cadillac LYRIQ.
The #PlayMyCadillac commercial is inspired by brand’s undeniable impact on culture, entrepreneurship and multicultural family legacy, all while being powered by iconic music and Black artistry.
The soulful Lucky Daye’s “Real Games” can be heard throughout the commercial, too.
“Oh, so easy how you make up my mind. It work on me like every time,” the commercial goes. “Jump in my Cadillac.”
“Fusing the rich musical traditions of Detroit with the distinctive prestige of the iconic luxury car brand, these films boldly embrace the past that shaped us – while looking fearlessly towards the future,” said Rodney Passé, commercial director. “This is such an exciting time to be a part of the Cadillac story.”
The commercial is live on Cadilllac.com/audacity, where it continually demonstrates Cadillac’s commitment to equity and justice through intentional partnerships and storytelling, and was recently televised in February.
Juanita Slappy, head of Multicultural Marketing at Cadillac, told the Michigan Chronicle that Cadillac continues to honor the culture and efforts of Black people even after Black History Month is over while recognizing the contributions today, and yesteryear, of women during Women’s History Month.
“It’s important to celebrate history every day – these contributions lead to moments and months of celebration. It’s the everyday acts, audacious individuals and community building that drive culture and change,” Slappy said.
She adds a favorite song, a powerful legacy never “leaves us with an empty lyric.”
“Our recent campaign #PlayMyCadillac – a Cadillac playlist and short stories inspired by Black artistry in entrepreneurship, automotive and iconic music,” she adds. “Cadillac is proud to celebrate the many more Black stories to be told, those on records, or on the road. We at Cadillac celebrate this brave display of accomplishments born from innovation. Audacity is the mark of a true icon, unceremoniously changing industries, communities, culture and the world.”
Slappy, who owns a Cadillac, said that women overall account for close to 40 percent (39.5 percent) of total new vehicle market registrations in 2021 with African American, Hispanic and Asian women each accounting for over 40 percent of total women’s share of the market, according to S&P Global Mobility: COE Quarterly Multicultural Overview, CY 2021 New Vehicle Registration Data.
Specific to Cadillac, the brand lands in the eighth spot of the top 10 for vehicle registrations.
Ninety-six percent of BIPOC women feel excited when purchasing a new car, according to a study.
“Many view buying a new luxury car as a chance to express their success and personality,” the Summer 2022 BIPOC Women Engagement Qualitative Study, created by Cadillac x Spike DDB, noted.
Slappy adds that Cadillac’s commercial is a nod to today, yesterday and the future.
“In an era of transformation led by audacious individuals this campaign is an expression of bold resilience, optimism and championing dreams that build a strong legacy,” she said.
For more information visit cadillac.com/audacity.