Hollywood

Cadillac taps Oscar-winning actress, director Regina King to produce new ad campaign

Actress and director Regina King has taken the helm of the automaker's new ad campaign.

Photo courtesy of Cadillac

Regina King has starred alongside Hollywood heavyweights Jamie Foxx and Kiefer Sutherland. Now, she's teaming up with other weighty Hollywood-ready character, the 2021 Cadillac Escalade. She will introduce Cadillac's new "Make Your Way" ad campaign this Sunday during ABC's presentation of the 92nd Academy Awards.

Scroll down to see the commercial ahead of its broadcast.

As described by Cadillac, "King will tell the 'Make Your Way' story of success achieved through boundary-pushing strength and determination in a special spot with the all-new 2021 Cadillac Escalade, which was introduced Feb. 4 in Hollywood."

2021 Cadillac Escalade Regina King King will help introduce the Escalade to the public during the Academy Awards broadcast.Photo courtesy of Cadillac

"Cadillac has always represented success…there's a swagger, a sexiness, to the vehicles. There's also a realness and a sense of ambition that I identify with. Through sheer perseverance, I've found my way through doors some never thought possible. There's a real connection for me with Cadillac, and that is why I wanted to get involved," said King.

Two additional Cadillac commercials, "No Barriers" and "Finish Line," will air during the Oscars broadcast, each highlighting Cadillac's new vehicle lineup, which includes the new XT6 SUV and CT5 and CT4 sedans, while celebrating the grit of those who make their own way to success.

"Cadillac is inspired by those who have a passion for what's next," said Melissa Grady, Cadillac chief marketing officer. "They make their way by going through obstacles, not around them. Such unwavering self-determination pushes them to succeed and inspires others to do the same. That's the heart of 'Make Your Way' and the soul of Cadillac."

This is the seventh time Cadillac has been part of the Academy Awards broadcasts, which is second only to the Super Bowl in global viewership.

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Honda is working with Verizon on self-driving cars technology.

Photo courtesy of American Honda Motor Co. Inc.

The Mcity campus was designed to be a proving ground for new technologies. Honda and Verizon are utilizing it as such as they partner to explore how Verizon's 5G Ultra Wideband and 5G Mobile Edge Compute (MEC) can be used to ensure quick and reliable communication between road infrastructure, vehicles, and pedestrians.

The 5G technology leverages cloud technology to deliver lower latency, a large amount of bandwidth, and improved communication. This communication includes the way that vehicles interact with ther cars, traffic lights, pedestrians and emergency vehicles to improve threat detection and avoid accidents when seconds matter most. That's where the "V2" in acronyms like "V2V" (vehicle-to-vehicle) and "V2X" (vehicle- to-everything).

Honda and Verizon Test How 5G Enhances Safety for Connected and Autonomous Vehicles www.youtube.com

Honda has been working since 2017 to develop a technology that will help to create a collision-free society. The technology, called Safe Swarm, uses V2X communication to enable vehicles to communicate with other road users and share key information such as location, speed, and vehicle sensor data.

There are some obstacles, not the least of which is the need to outfit each vehicle with onboard artificial intelligence capabilities. The use of 5G helps move the AI capabilities from the vehicle to the MEC, reducing the need for AI onboard each vehicle.

"The ability to move computing power to the edge of our 5G network is an essential building block for autonomous and connected vehicles, helping cars to communicate with each other in near real-time and with sensors and cameras installed in streets and traffic lights," said Sanyogita Shamsunder, vice president of Technology Development and 5G Labs at Verizon. "When you consider that roughly 42,000 people were killed in car accidents last year and 94% of accidents are caused by human error, our new technologies including 5G and MEC can help drivers 'see' things before the human eye can register and react helping to prevent collisions and save lives."

Three safety scenarios have been explored as part of the testing:

  • Pedestrian Scenario - A pedestrian is crossing a street at an intersection. An approaching driver cannot see the pedestrian due to a building obstructing the view. Smart cameras mounted in the intersection relay information to MEC using the 5G network. Verizon's MEC and V2X software platforms detect the pedestrian and vehicle and determine the precise location of road users assisted by Verizon's Hyper Precise Location services. A visual warning message is then sent alerting the driver of the potential danger.
  • Emergency Vehicle Warning Scenari - A driver cannot see an approaching emergency vehicle and cannot hear its siren due to the high volume of in-vehicle audio. Verizon's MEC and V2X software receive a safety message from the emergency vehicle and send a warning message to nearby vehicles. The driver receives a visual warning.
  • Red Light Runner Scenario - A vehicle fails to stop at a red light. Using data from the smart cameras, MEC and V2X software detect the vehicle and send a red-light-runner visual warning message to other vehicles approaching the intersection.

You can watch the video of Honda and Verizon's Mcity tests at http://honda.us/5GResearch.

Honda isn't the only company exploring what 5G communication can offer. Pirelli has installed the tech in its tires and BMW recently updated its My BMW app to make it compatible with the new technology. Audi is working on similar technology out on the road in Virginia and Georgia.

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Balmain's Creative Director Olivier Rousteing is a Porsche fan.

Photo courtesy of Porsche AG

What does it mean to "drive defined"? A new series of videos from Porsche and the Creative Director of the Paris fashion label Balmain, Olivier Rousteing, explorers the meaning of the phrase. Rousteing says that he's been "fascinated" by Porsche since childhood.

The designer, who grew up in France, worked at Roberto Cavalli before becoming the Creative Director at Balmain in 2011. The powerhouse fashion brand was founded in 1945 and was previously lead by Oscar de la Renta. Modern Balmain designs feature elements of French couture mixed with Asian influence. In 2019, the brand launched the KYLIE X BALMAIN, a makeup collaboration with social media influencer Kylie Jenner.

Olivier Rousteing sits in a Porsche Panamera during the filming of the short.Photo courtesy of Porsche AG

The short videos, published on Porsche's social media channels and on Rousteing's Instagram feed, focus on Rousteing's powerful inner driving force. In a release, the luxury car manufacturer says that there are "many similarities between the fashion designer and the sports car brand" including boundary pushing and an eye toward the tradition-rich history of the company Rousteing leads into the modern age.

"Olivier Rousteing is not just an authentic Porsche enthusiast, he is also a perfect fit for us with his desire to make Balmain a modern brand with the highest standards of quality and luxury," says Jelena Batic who is responsible for the cooperation at Porsche. "Together, we explore his exceptional driving force in the films by examining the connection between the worlds of sports cars and fashion, which creates relevance for our existing customers, as well as for younger and female target groups."

The series kicked off with a video featuring the Porsche Panamera. It was just the first step in a planned, longer collaboration between Rousteing and Porsche. Further aspects of the partnership are expected to be made public in due course.

Watch the first video below.

Drive Defined with Olivier Rousteing www.youtube.com

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