Cadillac has launched in Australia with a brand campaign marking the debut of its next-generation, all-electric range, which includes the Cadillac LYRIQ, OPTIQ, and VISTIQ.
Created in partnership with 72andSunny Sydney, the campaign introduces the American luxury brand to Australian audiences by juxtaposing its 1950s cultural origins with its all-electric future.
Visuals from director Paul Bruty, via Austin Studio, contrast the chrome-heavy tailfin design of Cadillac’s mid-century period with the design and technology of its contemporary EV models. Archival-inspired visuals transition into modern frames, signaling that “the icon has returned – electrified.”
The 1950s track “I Only Have Eyes For You” by The Flamingoes has been remastered with electro synths by the team at Sonar. The approach blends craft and innovation across the campaign to move from the past into “A New Era.”
“Cadillac is an iconic brand with a rich history in music and cinema. To launch Cadillac in Australia, we wanted to honour its cultural origins, but clash that romanticism and nostalgia with the brand’s innovative evolution,” said Wez Hawes, Chief Creative Officer at 72andSunny.
“This fusion of eras was also used to enhance the craft of the campaign itself, with the fusing of the 3D collage effect and vintage imagery, the electronically remastered Flamingoes score – plus we referenced Cadillac ads from yesteryear to inspire framing, angles, lighting and compositions.”
“Australia represents an exciting new chapter for Cadillac. We’re arriving as a fully electric brand with a clear point of view on modern luxury,” said Heath Walker, Chief Marketing Officer at Cadillac.
“‘A New Era’ reflects who we are today – innovative, forward-thinking and uncompromising in design and technology. This launch isn’t just about introducing new vehicles; it’s about establishing Cadillac’s electric future in Australia.”
Credits
Agency: 72andSunny Sydney
Brand: GM Australia & New Zealand
CMO: Heath Walker
Marketing & CX Lead: Marc Coleman
Product Marketing Manager: Gervee Sarmiento
Production: Austin Studio.
Director: Paul Bruty
EP: Celia Nicholas
Producer: Jessica Ameduri
Production Manager: Courtney Paterson
Post Producer: Ada Tuna
Sound & Music: Sonar Music
Sound Design & Mix: Timothy Bridge & Andy Stewart
Music Production: Josh Pearson & Jono Ma
Vocalist: Lucienne Ireland
Head of Production: Haylee Poppi
Executive Producer: Sophie Haydon
Post Production: Carve and Stitch
Colourist: Bettina Vuong
VFX and Animation: Rob Moffett and Johan Earl
Online Editor: Andrew Kristiaman
Music Supervision: Trailer Media
Anton Trailer
Photography
Production: Chee Productions
Photographer: Easton Change
Founder/EPs: Tamiko Wafter and Matt Chee
