AUTO MATTERS: Cadillac unveils bold marketing campaign for new XT6 crossover

DETROIT--Cadillac is going all-out to market its all-new seven-passenger XT6 crossover SUV, introducing a new ad directed by the highly successful team that brought us "Avengers: Infinity War," "Avengers: Endgame" and other films in the Marvel Cinematic Universe. Joe and Anthony Russo, collectively known as The Russo Brothers, along with marketing think tank Bullitt, have come up with the "Crew Ready" campaign for the XT6.

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“Crew Ready” is set to Diplo’s “Welcome to the Party” and the spots upend the traditional expectations of SUVs to unveil the versatile, sleek, first-of-its-kind vehicle for Cadillac. It’s an edgier look and feel for the brand, showing crews of all types, from a squad of rocker dads to a team of powerful stuntwomen, taking a turn behind the wheel of the XT6.

“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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The 2020 XT6, introduced at the 2019 North American International Auto Show in Detroit in January, expands the rapidly growing Cadillac crossover and SUV lineup, offering seating for up to seven of the closest members of the crew.

The 2020 XT6 starts at $53,690 and is on sale now. For more information, visit the Cadillac website.