Cadillac Celebrates Ramadan with Three Arab Artists and Its Futuristic LYRIQ EV

Cadillac, the iconic luxury automotive brand, has launched a unique campaign for Ramadan titled 'Ramadan Cruises’, which aims to showcase the tranquillity and serenity that defines the holy month. The campaign, which is developed by Saatchi & Saatchi, cleverly connects these qualities with Cadillac’s first electric vehicle, the all-new LYRIQ, highlighting its ability to offer passengers comfortable and peaceful rides amidst the bustling streets of the GCC. By showcasing the LYRIQ's exceptional features, the campaign underscores Cadillac's unwavering commitment to providing customers with a luxurious and serene driving experience.

The campaign showcases three of the most talented Arab artists - Nora Zeid, Rex Chouk, and Raphaelle Macaron, who have come together to create a series of stunning artworks, capturing the urban landscape and vibrancy of the region. Nora Zeid's black and white illustrations of urban landscapes, Rex Chouk's candy-coloured art pieces inspired by Saudi touchpoints, and Raphaelle Macaron's comic-book-style illustrations are all part of this mesmerising campaign.

“We always push the boundaries and look for innovative ways to engage with our audiences,” says Akshaya Sikand, Head of Marketing at Cadillac Middle East. “This campaign embodies this philosophy – captivating viewers with beautiful visuals, relevant local insights, and opens up new opportunities for collaborating with local and regional talents. We’re dedicated to establishing meaningful connections with our audience in the Middle East.”

The title 'Ramadan Cruises' evokes the brand's DNA of comfort and calm, while the campaign's message "Experience a serene journey" captures the essence of Ramadan - a time of introspection and inner peace. With LYRIQ being the first-ever electric vehicle for Cadillac, it offers a unique experience that enables customers to find comfort and peace amidst the noise of everyday life.

Commenting on the campaign, Sebastien Boutebel, chief creative officer at Saatchi & Saatchi Dubai said: “As a brand that embodies the luxury cruising space, the serenity of Ramadan was the perfect opportunity to flex our creative muscles, the illustrations are inspiring, surreal, and serene, and reflect the brand values and the season through an untapped creative device.”

The series has so far garnered over 3.6 million views across Instagram and TikTok, and with over 160K reactions, and nearly 500 comments, the campaign has garnered a lot of interest from different artists across the region.