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Cadillac Taps Russo Brothers for ‘Crew Ready’ Campaign to Promote XT6

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Crew Ready campaign
Cadillac today launched a new ad campaign for the highly anticipated 2020 XT6, with spots by the acclaimed film directors, Anthony and Joe Russo.
Photo: General Motors

Anthony and Joe Russo know a thing or two about assembling crews. After all, the brothers are behind one of the most popular creations ever in the history of media — Arrested Development, of course. Oh, and also the highest-grossing film of all time, Avengers: Endgame. Clearly hurting for money after that film’s $2.8 billion haul, the Russo brothers have collaborated with Cadillac on its new “Crew Ready” campaign to promote the all-new 2020 XT6.

The campaign — so far consisting of a 60-second hero spot, a 30-second hero spot, another 30-second spot focusing on the available Rearview Camera Mirror, and four 15-second spots — was put together by the Russos as part of Bullitt, its filmmaker collective and marketing think tank.

“The XT6’s ‘Crew Ready’ campaign signifies a new way of thinking about Cadillac SUVs,” said Deborah Wahl, Cadillac’s chief marketing officer. “XT6 customers are always ready for an adventure, and we knew closely partnering with the directors of the highest ever grossing film, the Russo brothers, and Bullitt was the perfect way to bring this vision to life.”

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“Crew Ready”

In the main spot, you get a lot of different crews walking slowly toward some unseen objective. That objective, as it turns out, is the new three-row Cadillac XT6. This spot then breaks down into several other smaller ads, including “Look Out,” which dispels any fears that the image of women blowing up a boutique might be advocating for some sort of revolution against fancy clothes. (It’s just a scene from a movie, folks; they’re stuntwomen.)

“Look Out”

Then you’ve got a commercial where a bunch of young dads try to decide what tunes to blast through the available Bose audio system. The winner: not Diplo — whose “Welcome to the Party” scores every ad in the campaign—but rather some sorta Bee Gees knockoff.

“Ready to Rock”

These and other spots in the “Crew Ready” campaign can be found over at Cadillac’s YouTube page. The all-new Cadillac XT6, geared toward “the CEO of Everything,” is available at dealers nationwide now.

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