This year marks the 120th anniversary of Cadillac, the luxurious American icon. To honor the occasion, Cadillac Arabia rolled out “Iconic then, Iconic now” docuseries celebrating this unique milestone in the brand’s journey in partnership with reputable Cadillac classic cars owners Tariq Al Hajeri and Yousif Abdulrazzaq.
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The docuseries takes fans on an enriching journey through the brand’s classic car heritage in the Middle East, right to its present-day legends via the lens of real stories. “Iconic then, Iconic now” divulges why Cadillac has stolen the hearts of many across the region for decades.
Akshaya Singh Sikand, head of marketing, Cadillac Middle East said: “Cadillac has captivated consumers since the first vehicle rolled off the production line. Our innovations paralleled with our bold and distinct design language have always been a hallmark of our vehicles, earning the brand its iconic status. This continues to be the case twelve decades later as we transition into an electric future. Cadillac’s loyal customers have played a huge role in pursuing this legacy. In fact, our 120th-anniversary campaign looks to tell the Cadillac story in the consumer’s voice and we could not be happier to have amazing consumers like Tariq and Yousif, both second-generation Cadillac owners, share their stories. People like them really represent our values as a brand; a strong and rich heritage with a relentless spirit to build for the future.“
Tariq Al Hajeri, is a renowned UAE-based dedicated Cadillac car collector who owns three classics: two 1966 Cadillac Coupe Deville and a 1954 Cadillac Coupe Deville. With regards to this partnership, he said, “Cadillac is my favorite vehicle, the design, innovation, and ride quality can’t be matched by any other car for me. I maintain and take care of my Cadillacs at home in my garage, for me, it’s not just collecting it’s more of a lifestyle and I enjoy every step of it.”
As for Yousif Abdulrazzaq, he is a genuine Cadillac collector and a student who has a strong passion for classic cars. Yousif owns two classic Cadillacs, a 1966 Cadillac Sedan Deville and a 1951 Cadillac Series 62.
When asked what he loves most about Cadillac, Yousif responded, “I could go on for days describing what I love about them! I love the fact that the variety of different luxury and elegant options made Cadillac ahead of its time back in the 60s. The 66 Cadillac body lines, design, and handling makes it my favorite of all time. I look forward to adding a 1949 Cadillac Fastback and a Cadillac from the modern lineup to my collection in the near future, preferably a CT5-V Blackwing!”
The campaign went down memory lane to celebrate the history and evolution of Cadillac’s classic gems throughout the years that have retained iconic status.
The Garage Gems docuseries, accessible on Cadillac Arabia’s YouTube channel, also documented how the brand’s hunger for innovation hasn’t faded over the years through its unique designs, technologies and performance features that have stood them apart from the pack.
Agencies:
Saatchi & Saatchi
Carat
MRM
Cadillac Representative:
Jonthan Kanaa, Sales Business Manager
Fadi Tadros, Product Communication Manager
Zahen Khan, Digital Marketing Manager
Akshaya Sikand, Head of Marketing
