ADC Awards
ADC Annual Awards is the oldest continuously running industry award show in the world, with an incredible legacy of over 100 years. These awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design – all with a focus on artistry and craftsmanship.
Learn more about ADC105
You have exceeded your allotted number of views.
For full access to our extensive awards archive
Members Login Here
For full access to our extensive awards archive
Members Login Here
Category
Craft in Video / Direction - Single
Annual ID
ADC_ADV21_073M
About the Work
The objective was twofold: Win the Super Bowl, and get the word out about Cadillac’s new EV, the LYRIQ. This meant that the concept needed not only to be attention grabbing, and breakthrough the competitive noise, but also needed to be indelibly connected to the product. The LYRIQ is the first page in Cadillac’s next chapter, and this content aimed to indicate that Cadillac isn’t the stale old brand people think it is.
In order to accomplish all of that, Cadillac leveraged a cultural icon to grab attention, entertain audiences, and illustrate how the Cadillac LYRIQ can make life just a bit easier. Edward Scissorhands’ son, Edgar, won over audiences with A-list talent and performances, immersed the audience in the world with beautiful film, and paid it all off with the product as the solution in the hero’s journey.
The beauty of the spot was that it leveraged the iconic Tim Burton film in a modern fashion while keeping true to the original fan favorite. It also coincided with the film’s 30th anniversary and started a fan movement to make a sequel. The commercial was so loved that a movement to turn it into a feature length film has started.
In order to accomplish all of that, Cadillac leveraged a cultural icon to grab attention, entertain audiences, and illustrate how the Cadillac LYRIQ can make life just a bit easier. Edward Scissorhands’ son, Edgar, won over audiences with A-list talent and performances, immersed the audience in the world with beautiful film, and paid it all off with the product as the solution in the hero’s journey.
The beauty of the spot was that it leveraged the iconic Tim Burton film in a modern fashion while keeping true to the original fan favorite. It also coincided with the film’s 30th anniversary and started a fan movement to make a sequel. The commercial was so loved that a movement to turn it into a feature length film has started.
2021 Awards
Total Points: 3
Merit Honor
Credits
Agency
Leo Burnett
Production Company
O Positive
Music / Sound Production Company
Yessian
Director
David Shane
Director of Photography
Jeff Cronenweth
Editor
Gavin Cutler
Executive Producer
Ralph Laucella
Gina Pagano
Global Chief Creative Officer
Liz Taylor
Producer
Marc Gill
Assistant Editor
Megan Heard
Associate Creative Director, Art
Jason LaFlore
Associate Creative Director, Copy
Matt Turnier
EVP, Executive Creative Director
Robert Clifton
SVP, Group Creative Director
Matt Cramp
VP Executive Producer
Patrick O'Brien
Account Supervisor
Maggie Decker
Business Affairs Manager
Susan Spight
Business Manager
Jamie Gerich
Editorial
Mackcut
Online / Conform & Animation / Graphics
Framestore
Senior Editor
Jamie Hoskins
Related Awards
