Rokkan Puts The Russo Brothers in the Driver's Seat For Cadillac Campaign

Aug. 21, 2019

Continuing its string of disruptive work for the Cadillac brand, Rokkan has set a new bar with the launch of the Crew Ready, 3-row, XT6 SUV. In order to standout in the ever-crowded Lux-3 SUV segment, Rokkan collaborated with A-list, power-house directors The Russo Brothers and production company Bullitt. World famous superhero style with a twist defines the XT6 Crew Ready campaign and further defines the bold new direction of the Cadillac brand.

The campaign is comprised of a dynamic series of films showing off the XT6’s spacious 3-row interior, sporty design and rich technology suite - cementing its status as the perfect SUV for every squad, fam, or posse. In essence, XT6 Crew Ready is a celebration of size and style – performance and presence told through a cast of crews. They are both heroic and familiar –modern, tech-forward and cut from every cloth. The campaign also features the bombastic track, “Welcome To The Party,” by Diplo. The track adds a commanding layer of energy to the films for a brand whose legacy in music is unmatched.

Brian Carley, CCO of Rokkan, said:

“Our team has continued to push the boundaries of what the world expects from a Cadillac, and this campaign continues that dynamic creative trajectory. We set out to uproot the idea that a 3 row SUV has to be marketed in an expected and uniform way and The Russo Brothers were the perfect partners to do just that with Crew Ready.”

 

This new work is a prime example of Rokkan’s disruptive and culturally relevant approach as the 19 year-young creative shop does what it does best: push the boundaries with clients to make an impact—not just on their business, but on culture at large.