The XT5 is more than just a crossover. It’s a precision crafted work of art. As the voiceover simply states, “beauty, greater than the sum of the parts.” This is the very essence of the XT5. To help drive home this point we created a world where the badges, metal inlays, leathers, twinkling led lights, sculpted exterior panels live and come together to form the car. This is no assembly line, its an automotive boudoir. A spiritual birthplace for the XT5. But it doesn’t stop there. Built to be beautiful it’s also built to be driven. And as the saying goes, if you love something set it free. So we did.

Working on a generous timeline of 2 months, we brought this idea from a sheet of paper to television about as smoothly as these things can go. The biggest challenges were designing and building the unique space for the XT5 to “get ready,” and sourcing all the individual parts. To design the space we worked with an architect to create a world that fits the Cadillac look but feels specific to XT5. Sourcing the parts was more complicated than you would think as they come from a wide variety of vendors. The finishing touch was the song. A big bright and vibrant track to compliment the and support the gorgeous visuals. The result, a big beautiful brand spot running on national TV, with multiple regional adaptations. Lots of people saw and heard this commercial.

"Worship" was originally released in September 2016 on Lizzo's first studio EP, Coconut Oil. The song was released with the rest of EP and did not receive the public or critical attention that a single receives. By placing "Worship" in this high-profile spot, Cadillac shined the light on "Worship" that it would have received had we released the song as a focus-single. When the commercial aired in November 2017, streaming number jumped 150% from the numbers it had been averaging since the song's release the previous fall.

By calling attention to "Worship," Cadillac helped push Lizzo to the fore of cultural conversation. 2018 was the year that SXSW and Austin City Limits named Lizzo their 'Breakout Artist, that she embarked on an arena tour with HAIM and was praised by countless music outlets as a leader in the body positivism movement - Cadillac is a critical part of this narrative.