Cadillac exhibits ‘colorful’ Lyriq campaign with Labrinth
Driving a Cadillac Lyriq transcends utilitarianism for a vivid, emotive experience, according to ‘Colors of Emotions,’ the brand’s latest campaign for its first all-electric vehicle.
Luxury automaker Cadillac has unveiled a campaign that highlights the colorful spectrum of emotions that drivers will experience behind the wheel of the Cadillac Lyriq.
The campaign, dubbed ‘Colors of Emotions’ comprises a trio of 30-second spots: ‘Red,’ ‘Gold’ and ‘Blue.’ Each spot is a different color that represents an emotion associated with the luxurious experience of driving a Lyriq. Red, for example, ignites excitement, strength and love, while gold evokes confidence, success and bravery.
“We wanted to bring to life the emotions people will feel driving Cadillac’s first all-electric vehicle – through music and color,” GM’s director of global Cadillac customer transformation Suzanne Guzzo told The Drum. “Additionally, we wanted to emphasize…how the Lyriq is a completely new vehicle, built from the ground up. It's not a repurposed gasoline-powered model. Through our collaboration with Labrinth, we emphasize this originality and how driving a Lyriq will be a whole new driving experience.”
Driving the Lyriq in the spots is Emmy-winning rapper and producer Labrinth, who scored HBO’s ‘Euphoria.’ Labrinth exits a Lyriq to take center stage to lead an orchestra at a at a concert hall. He plugs in his vehicle as he would a mixing board, while a new single from his upcoming and unreleased album, ‘Lift Off,’ reverberates in the background.
Colors of Emotions was produced by Leo Burnett, the Chicago-based agency that brought home three Grand Prix awards at the Cannes Lions International Festival of Creativity last month.
The name of the SUV echoes other Cadillac concept vehicles whose names end in “q,” including the Evoq, Provoq and Celestiq. The all-electric Lyriq boasts semi autonomous driving capabilities, like the ability to park and unpack as well as drive itself on the freeway.
Colors of Emotion positions the 120-year-old brand for its all-electric future, which it invested about $1 bn into for its Ultium modular electric vehicle platform last year.
The campaign comes as orders for the 2023 Cadillac Lyriq reach capacity; 2024 models, however, are available for pre-order. It will air across a variety of platforms, such as broadcast television, sports networks and streaming services.