Cadillac was once “the Cadillac” of cars.

But they had slowly squandered the brand by making sub-par vehicles for a generation. They started their turnaround by once again making truly great cars.

Our strategy was to distance Cadillac from an outdated luxury aesthetic of “bankers and wankers” and redefine modern luxury around the creative and entrepreneurial classes. We won the business with this work and launched it on the Academy Awards.

Copywriting credit to Teddy Roosevelt.