Overview
For the launch of the Next Generation Escalade, Cadillac partnered with 60 Second Docs on three short documentaries celebrating cultural icons — hip-hop artist Killer Mike, NBA coach Becky Hammon, and Top Chef winner Brooke Williamson — each honored with a public mural in their hometown under the #NeverStopArriving banner. The campaign brought the Escalade's bold, brave ethos to life through documentary storytelling that extended into the real world, generating more than 2 billion impressions, over 100 earned headlines across outlets like People, ESPN, and Fox News, and extraordinary user engagement. Becky Hammon's film delivered the most impressions of any branded video in 60 Second Docs history.