Cadillac was hurting. The great and iconic brand had deservedly lost its luster. For more than two decades it made cars that were poorly designed and built, and that resulted in its growing legacy as a lethargic automobile driven by old folks.
Then the cars changed and we needed to change perceptions. And we did it with a modern, high-energy and high-impact campaign that pushed Cadillac out of the drowsy shadows and into the passionate sunlight of high-performance driving.