Link: Read the Ad Age write-up on "Cadillac Under 5."

Cadillac achieved a groundbreaking milestone by introducing three production vehicles capable of accelerating from 0 to 60 mph in under five seconds. To celebrate this achievement, Cadillac launched the "Under 5" campaign, which included a unique 5-second film competition. The campaign kicked off with a Super Bowl commercial and was further promoted through a series of 5-second TV spots. To encourage participation, Cadillac employed eye-catching out-of-home (OOH) advertising in major markets such as Los Angeles and New York City.

The "Under 5" film contest invited aspiring filmmakers to submit their own 5-second films, with the grand prize being a new 2005 Cadillac CTS-V and a trip to the London premiere of the movie "Be Cool." The contest received an overwhelming response, with 2,648 entries submitted over an 11-day period. The judging panel included members of the "Be Cool" cast, including John Travolta and Cedric the Entertainer. The winning film, titled "Tuesday," was created by Jeff Schmale of Bel Air, Maryland. His film depicted an entire day through several quick edits.

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The campaign significantly boosted Cadillac's online presence, generating 2.4 million hits to Cadillac's website and contributing to a 205% increase in site traffic year-over-year.

Automotive News This innovative approach to marketing not only highlighted Cadillac's engineering prowess but also engaged consumers in a creative and interactive manner, making it one of the most successful promotions in the brand's history.