Hip Hop Icon Big Boi Makes Iconic Introduction for Cadillac's All Electric Escalade IQ

Spike DDB, Spike Lee’s Brooklyn-based creative advertising agency collaborates with Westbrook Inc, Los Angeles-based entertainment and media company, and luxury automaker Cadillac to make an iconic campaign featuring Big Boi of the legendary rap duo, Outkast. A campaign revealing the brand’s all-electric ESCALADE IQ and celebrating its storied history and connection with Hip Hop. 

Cadillac leaned on its multicultural agency Spike DDB, who also helped reveal the fifth generation of Escalades in 2021 with Spike Lee at the helm, to creatively lead the campaign. In the short film, produced in collaboration with Westbrook Inc., we experience Big Boi lyrically perform an original rap verse inspired by the all-new Cadillac ESCALADE IQ. 

Both Spike DDB and Westbrook Inc., are the brainchildren of icons, Spike Lee and Will Smith, respectively. Making for an exciting collaboration all-around. Spike DDB is a creative advertising agency created in 1997, by Spike Lee in partnership with DDB Worldwide. In the spirit of its visionary founder, Spike DDB has always been at the cusp of steering culture, with a unique lens, through brand and emotive storytelling.    

“Cadillac has been an aspiration to sit behind the turntables of an American vehicle1 and steer an unimaginable dream, to shape bold lyrics inspired by steel crests and platinum records. Big Boi is one of the original architects of the southern rap scene. Thanks to Big Boi and OutKast’s 30+ years of iconic references, Cadillac lives as a symbolic southern staple. To bridge this moment with this exciting and electric Escalade just made sense and almost felt overdue.” said Lemon Andersen, executive creative director of Spike DDB.

“From musical Kings, to Queens, Champs, and even OutKasts, over the decades its been artists and lyricists like Big Boi who have made Cadillac an affirmation in their music. This campaign just felt natural, genuinely, a collaboration 50 years in the making for Hip Hop culture and 30+ years for Big Boi.” said Alex Tyree, creative and strategic director of Spike DDB. 

ESCALADE IQ is the first-ever all-electric version of the luxury brand's most iconic full-size SUV with regular production beginning next summer. With a Cadillac-estimated 450 miles of range2, bold styling, a curved pillar-to-pillar 55-inch total diagonal LED display and an available Executive Second-Row seating package, ESCALADE IQ will deliver a truly luxurious EV experience. Immersive, 360-degree audio experience with available 40-speaker AKG Studio. Reference audio system when equipped with the Executive Second Row package. The Escalade has been a pioneer of the full-size luxury SUV movement and quickly established itself as the segment’s preeminent entry, channelling Cadillac’s signature design, technology, and performance in a new proportion. 

"Through this creative alliance, we not only honour hip-hop's essence but elevate it to new heights, celebrating its indelible imprint on our society and the Escalade, an emblem of distinction,” Juanita Slappy, head of multicultural marketing. “It’s a true privilege to collaborate with the creative genius of Spike DDB and Westbrook to produce a special ode to 'IQ' featuring the legendary Big Boi, whose electric and vibrant spirit reverberated through every facet of both creative pieces. As we stand at the crossroads of hip-hop's 50th milestone, this series bears testament to its profound cultural significance.” 

The 'IQ' spot by Big Boi and a two-episode series is also viewable via www.cadillac.com/audacity.com.