“The team was brainstorming about this last year, and what came up was that one of the things that is so memorable, whether you are driving or watching, is the the first time someone takes their hands off the wheel,” Cadillac CMO Mellisa Grady tells Marketing Daily. “And so the idea came about: What if we showed people who are very expressive and who haven't been in Super Cruise before? What if we showed them having their ‘let go’ moment? That was the impetus for this campaign.”

A 90-second “hero” video includes all the celebrities, as does a longform “behind the scenes” video. A larger content series will include additional talent-specific cuts to roll out through the remainder of the month. 

The creative has some parallels to Chevrolet’s “Real People” campaign, Grady acknowledged. But celebrities have a lot more reach. 

The effort was created by Cadillac’s internal marketing team, with support from PR agency Weber Shandwick.

“I think that with this technology specifically, there's no better way to educate someone about it than to show it being used,” Grady says.