Umair Gaines
Cadillac's electric vehicle commercials have featured several celebrities, including actress Regina King, who pitched the Lyriq, the brand's first electric SUV, in an ad called The Beauty of Defiance. The commercial also featured YouTube content creators iJustine and Lewis Hilsenteger. Another Cadillac electric vehicle commercial featured Neal McDonough and the Cadillac ELR hybrid car. The song in the commercial for the red LYRIQ, another one of the brand's electric vehicles, is Lift Off (Red Remix) by Labrinth.
| Characteristics | Values |
|---|---|
| Name of the Commercial | "The Beauty of Defiance" |
| Year | 2021 |
| Celebrity Endorsements | Regina King, iJustine, Lewis Hilsenteger |
| Song | "Lift Off (Red Remix)" by Labrinth |
| Car Model | Cadillac Lyriq |
| Car Type | Electric SUV |
| Car Features | Wide wheelbase, batteries lie flat underneath the floor, no cargo space beneath the hood |
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What You'll Learn
Actress Regina King stars in the Cadillac Lyriq ad
The award-winning actress Regina King stars in the Cadillac Lyriq ad, "The Beauty of Defiance". The commercial was released in September 2021, as Cadillac began accepting reservations for the Lyriq, the brand's first all-electric SUV.
In the ad, King interacts with an audible script, ordering scene changes. She switches from a sunny scene to a stormy one, reflecting the punchline of the commercial: "If you want to be bold, you have to go off-script". The message of the ad is that the Lyriq breaks with tradition and challenges preconceived notions of electric vehicles.
The Cadillac Lyriq ad is part of a campaign to promote the brand's new direction, as it transitions to an all-electric future. The vehicle marks the beginning of an EV push that will lead to Cadillac eliminating internal combustion engines by 2030. The ad showcases the unique features of the Lyriq, such as its wide wheelbase, low and wide stance, and ultra-comfortable interior with personal touches.
King's involvement in the Cadillac campaign is significant, as she is known for her bold spirit and willingness to take risks. In addition to King, the campaign also features YouTube content creators iJustine and Lewis Hilsenteger, as well as Kid Cudi, who shared images of the SUV on social media. With a starting price of $58,795, the Lyriq promises a range of over 300 miles, 340 hp, and 440 Nm of torque.
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GM's Ultium battery architecture allows for a wide wheelbase
General Motors' (GM) Ultium battery technology is a significant advancement in the electric vehicle (EV) market. The Ultium platform, first revealed in 2020, is a flexible architecture with a modular battery system that can power a wide range of vehicles, from everyday electric cars to heavy-duty commercial vehicles. The Cadillac Lyriq, GM's first electric SUV, is one of the first vehicles to utilise this platform.
GM's Ultium battery architecture enables a wide wheelbase through its stackable pouch design. The batteries lie flat underneath the floor, allowing for a low, wide stance and pushing the wheels to every corner. This design provides a great stance and dash-to-axle ratio, enhancing the vehicle's overall aesthetics and proportions.
The Ultium battery cells feature nickel-cobalt-manganese-aluminium (NCMA) chemistry, manufactured by Ultium Cells LLC, a joint venture between GM and LG Energy Solution. The pouch cells are large-format, measuring approximately 23 by 4 by 0.4 inches (584 by 102 by 10 millimetres) and weighing 1.36 kilograms. Each cell can store 0.37 kilowatt-hours, with a nominal voltage of 3.6 to 3.7 volts and a peak voltage of around 4.2 volts.
The modular design of the Ultium platform offers significant advantages. It enables segmental battery replacements, ensuring that only the affected segments need to be replaced instead of the entire battery pack. This design also facilitates seamless integration of newer battery technologies, future-proofing the vehicle and prolonging the battery pack's life. Moreover, the wireless battery management system reduces wiring by 88% compared to the Chevrolet Bolt EV, contributing to reduced labour costs and a more streamlined production process.
The Ultium battery options offer a wide range of capacities, from 50 kilowatt-hours to over 200 kilowatt-hours. This provides an impressive driving distance of 300 miles or more on a single charge, with the potential to exceed 600 miles with GM's second-generation lithium-metal batteries. The Ultium battery packs in GM's EVs and crossover SUVs operate at 400 volts and support fast charging at up to 250 kilowatts. The Cadillac Lyriq, for example, can charge at 190 kilowatts continuously from a station.
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Cadillac's electric future
The Cadillac Lyriq, the General Motors brand's first electric SUV, marks the beginning of an electric future for the brand. The Lyriq is the first EV in the next generation of all-electric Cadillacs, and the company plans to eliminate internal combustion engines by 2030.
The Lyriq's design embraces Cadillac's heritage while leveraging the styling freedom created by the new battery architecture. It has a low, wide stance, a lined jewellery drawer, and a cantilever console inspired by grand balconies. The battery architecture uses stackable pouches, allowing the batteries to lie flat underneath the floor. This gives the Lyriq a wide wheelbase and a great stance.
The 2025 Cadillac Lyriq has a range of 326 miles, a large, curved 33.0-inch digital dashboard display, wireless Apple CarPlay and Android Auto, a wireless smartphone charging pad, a fixed glass roof, 20-inch wheels, and faux leather upholstery. The Luxury 2 trim adds a hands-free power liftgate, a 19-speaker AKG stereo system, active noise cancellation, ventilated front seats with massage, and Cadillac's hands-free Super Cruise driving mode. The 500-hp Dual Motor AWD model has a 3500-pound towing capacity.
The Lyriq is more of a boulevard cruiser, with a suspension tuned for comfort rather than handling prowess. It gets up to speed as well as most gas-powered SUVs, but it won't win any drag races. The cabin is stylish and upscale, and the infotainment system is straightforward.
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'The Beauty of Defiance' ad
The Cadillac Lyriq ad, "The Beauty of Defiance", features actress Regina King interacting with an ad script while ordering changes to the scene. In the ad, King calls for a stormy scene instead of a sunny one, reflecting the spirit of boldness and defiance that the Lyriq embodies as Cadillac's first electric SUV. With this vehicle, Cadillac is taking a step towards an all-electric future, aiming to eliminate internal combustion engines by 2030.
The ad campaign also includes sponsored livestreams on YouTube with prominent content creators iJustine and Lewis Hilsenteger. The electric Cadillac Lyriq is a significant departure from the traditional image of Cadillac, and the designers have borrowed embellishments from the brand's heritage while also embracing new possibilities offered by the battery architecture. This results in a car with a wide wheelbase, a flat battery layout, and a unique stance.
The ad's message is about more than just the car's appearance and performance; it's about embracing a new chapter for Cadillac. The campaign aims to make the Lyriq the first thing that comes to mind when people think of electric vehicles, rather than the environmental aspect of EVs. The ad also emphasizes the luxury and approachability of the vehicle, targeting customers who seek a combination of innovation and tradition.
The Cadillac Lyriq ad, "The Beauty of Defiance", is a powerful statement of the brand's evolution, showcasing not just a new model but a shift in Cadillac's identity. With Regina King's star power and the innovative design of the Lyriq, the ad campaign defiantly announces the arrival of Cadillac's electric future.
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The song 'Lift Off (Red Remix)' by Labrinth
The Cadillac Lyriq commercial, "The Beauty of Defiance," features actress Regina King interacting with an ad script while ordering scene changes. The commercial promotes the Lyriq, the first electric SUV from the General Motors brand Cadillac. The song in the commercial is "Lift Off (Red Remix)" by Labrinth, a British musician and singer-songwriter.
"Lift Off (Red Remix)" is an upbeat and energetic song that complements the bold and defiant tone of the Cadillac Lyriq commercial. The song's lyrics encourage listeners to strive for success and embrace new beginnings, aligning with the message of Cadillac's electric chapter. Labrinth's powerful vocals and dynamic production make the song a memorable part of the commercial.
The original version of "Lift Off" was released by Labrinth in July 2022, along with an official lyric video. The song has also been referred to as "Lift Off - The Cadillac Version," highlighting its use in the Cadillac Lyriq campaign.
Labrinth is known for his versatile musical style, blending elements of pop, electronic, and R&B. He has gained recognition for his solo work and collaborations with artists like Sia and Diplo. Labrinth's music has been featured in various films and television shows, showcasing his ability to create impactful songs that resonate with audiences.
The use of "Lift Off (Red Remix)" in the Cadillac Lyriq commercial showcases the brand's commitment to embracing new directions and defying expectations. The song's message of empowerment and the artist's unique style align with the electric SUV's innovative design and Cadillac's vision for the future of transportation.
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Frequently asked questions
The actress Regina King stars in the Cadillac Lyriq commercial, "The Beauty of Defiance".
The Lyriq is General Motors' first fully electric SUV.
The song in the commercial is "Lift Off (Red Remix)" by Labrinth.
The commercial showcases the car's sleek design and lavish interior, while also promoting it as an example of vigorous American innovation.
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