Cadillac is ever-changing. The carmaker, which features amongst the oldest automobile brands in the world, has spent over a century shifting focus, innovating and pioneering technology.
Their latest high performance sedan, the 2017 CTS-V, is also ever-changing. With driver selectable modes, this addition to the V-Series is Cadillac’s most characterful and versatile vehicle ever – a feature cleverly represented in a short film produced by the carmaker; A Sense of Self.
A new direction for the brand, this series of Cadillac presentations marks the first time the carmaker has promoted their products using a narrative-driven form. A Sense of Self opens on a young man pulling up to a date in his CTS-V. In a fun play on the car’s Driver Selectable Modes, we watch as our protagonist switches between various personalities as his car changes purpose.
In Tour mode, the default of the CTS-V and a mode designed to provide smooth, precise handling and a comfortable ride in everyday driving, he appears sharp-suited and well-presented – mirroring the clean and stylish lines of the car itself.
With every curve and line striking, the CTS-V has been designed with improved aero performance in mind. An athletic stance, wide body and low height, the car is at once aggressive and beautiful. Yet even though his get-up reflects the meticulously tailored performance-oriented, aniline leather-trimmed seats of his car, the young man dramatically switches character again.
By pressing the MODE button on the centre console, he jumps into Track mode – designed for all-out performance. Thrown into a baseball cap and sports jacket, his athleticism is pushed to the fore – and what better for a mode in which the 6.2 litre V8 engine can nimbly tear around a track with decisive steering and cornering, kept in check by its massive six piston Brembo brakes?
Introducing the car into a thoroughly modern scenario is a clever aim for Cadillac. Using up and coming musical and film talent to create these videos, and showing the vehicles in real-life scenarios, the cars increase exponentially in relevance to the contemporary world.
As his date approaches the car, our protagonist shifts back to Sport mode – his casual t-shirt and jacket reappearing, and his car poised to deliver a more engaging driving experience. With changes to all major control systems, Sport mode moderates traction control and is arguably the most fun option – perfect for this young man’s date. Check out the other videos in Cadillac’s new series to see how de Jong has masterfully celebrated the best features of the cars through narrative and storytelling.
This article was written in collaboration with Cadillac. For more information on the brand, see here or, to watch the full series, visit their YouTube channel here.
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