BE MARAVILLOSA
THE MOST POWERFUL FULL-SIZE SUV
CADILLAC ESCALADE-V
For this year’s Hispanic Heritage campaign, we wanted to take a different approach. Instead of looking back at Latin American history and the undeniable contributions to this great Country, we wanted to push the conversation about Latin communities into the future.
By having seat at the wheel present day, what are the possibilities as we drive toward the future?
Latinos have buying power, and love Cadillac as much as any other community. So, we created a spot that celebrates the urgency to push more of these high-powered luxury vehicles through the streets of all Latin communities.
Mexico City — a fitting choice where Cadillac not only has showrooms spread throughout its municipalities, but corporate offices onsite.
This strong connection to Cadillac inspired our multicultural team to create a stunningly visual lifestyle shoot, inspired by this summer’s electrifying campaign “Lead The Charge”.
We decided to take the same approach, showing an array of drivers and passengers of Latin descent. Enter “Be Maravillosa”, a spot that highlights diverse Latin people driving toward the city limits at the sound of a distant bell, while bravely descending toward the setting sun. A revving nod to unlimited potential while empowering big dreams and bold ambition.
More iconic nods and easter eggs can be seen throughout like when the Radiant Red Tintcoat Escalade-V crosses the LGBTQIA+ painted crosswalk as “Be Valiente” (Be Brave) cuts across the screen.
Then, off to the two Latinas, both different in cultural heritage, holding hands as a symbol of “Love is Love” before they jump into their brand-new vehicle.
Then, we cut to the moment when a young Latino apprentice who jumps in the driver seat behind the Black Raven Escalade-V. He turns to his mentor who proudly acknowledges it's time to take the wheel for the road ahead.
Off-camera we wanted to make an impact by hiring an all-Latin crew led by audacious Latinas. This is what it takes to #BeMaravillosa.
“Building a story that honors the Latin diversity here in the Americas wasn’t just a great challenge, but also a big responsibility… I wanted to be faithful to our Latino culture, but to also be daring: that’s the core of what the Cadillac brand is to me. I wanted to represent a community that is, at its essence, constructed out of the bits and pieces of various communities. I set out to construct what is essentially a small film for SpikeDDB that looks contemporary and modern but, like Latin America, is built on a timeless heritage at the same time, and absolutely full of color, drive and life.”
— Vicky Torres Falco, Director
There was this thrill of looking up on set and realizing I’m a Latina production company owner, standing next to a Latina agency producer, watching a Latina 1st AD and Latina director film two Latina actresses inside a luxury vehicle on a wide open plain as the sun was setting, and that’s a special kind of power and magic. I feel like you can see that energy in the power and emotion of what we and the rest of our crew collectively shot for Cadillac and SpikeDDB. There is no shortage of Latino talent behind the camera — only a world of opportunities and an open road ahead, just like the ending of this spot.”
— Bernadette Rivero, President & Executive Producer
This is what it takes to #BeMaravillosa.
THE STORY CONTINUES
CADILLAC RISING ICONS: ESTHER ANAYA
Colombian-born Music Virtuoso Esther Anaya steps into the blue oneness of the all-new 2023 Cadillac Escalade. From iconic DJ sets in Vegas to her own unique techno style, the electric violin. Esther has the undeniable drive to match this High-powered Luxury vehicle.
THIS IS ONLY THE BEGINNING
Cadillac will continue to take action because we are impatient to affect change. This is not a symbolic gesture; this is an ongoing commitment to operate in service to the underrepresented communities.
Sign up to stay informed about our future initiatives.
