Who is the rapper in the Cadillac commercial?
A look into the collaboration between hip-hop and luxury automotive branding* *
(By Carmichael Phillip)
The face and voice: Big Boi
In the commercial for the all-electric Cadillac ESCALADE IQ, the rapper featured is Big Boi, of the legendary duo OutKast.
This is a strategic collaboration: Cadillac tapped Big Boi to bring authenticity, cultural resonance and a connection to hip-hop heritage to its electric luxury SUV campaign.
Big Boi appears as both narrator and lyricist of an original verse that ties into the vehicle’s features, so he’s more than just a cameo — he becomes part of the brand message.
Why Big Boi was chosen
Why the selection of Big Boi makes sense:
Big Boi is widely recognized as one of the pioneers of southern hip-hop via OutKast, lending credibility.
The campaign aims to highlight Cadillac’s cultural legacy and its relationship with hip-hop culture (“an affirmation in their music”).
By selecting a respected artist rather than a younger trend-rapper, Cadillac bridges a heritage luxury brand with an authentic cultural voice.
The collaboration was done via the creative agency Spike DDB (founded by Spike Lee) and Westbrook Inc. (founded by Will Smith), further layering the campaign with cultural pedigree.
What the commercial conveys: Cadillac’s move to electric and hip-hop culture
The commercial isn’t simply a vehicle promo—it’s a statement about:
The transition of Cadillac into the electric vehicle (EV) space via the ESCALADE IQ, with features like a 450-mile estimated range.
A storytelling angle that ties Cadillac’s legacy (“steel crests and platinum records”) with hip-hop’s own legacy.
A branding effort to make Cadillac relevant to younger, culturally conscious consumers while preserving its luxury orientation.
In the spot, Big Boi’s presence and his lyrical intro set a tone of sophistication, culture, activism and forward motion—mirroring Cadillac’s evolution.
Who is Big Boi? Quick profile and context
Here’s a brief profile of Big Boi (born Antwan André Patton):
He rose to prominence in the 1990s with OutKast, alongside André 3000, as part of the Atlanta hip-hop scene.
OutKast became one of the most critically acclaimed hip-hop acts, known for genre-bending and innovative production.
Big Boi has always carried a strong solo presence — while André 3000 became more reclusive, Big Boi remained active in music and business.
His selection for the Cadillac campaign speaks to his respect in hip-hop, his crossover appeal, and his ability to resonate with both older and newer generations of listeners.
By aligning with Big Boi, Cadillac is tapping into more than just a celebrity face—it’s tapping into a cultural story about innovation, authenticity and legacy.
What this means for brand, culture, and consumers
Several implications emerge from this campaign:
For Cadillac, it’s a repositioning moment: luxury meets electric mobility meets cultural credibility.
For hip-hop culture, it’s another example of how artists are being integrated into high-end branding not merely as endorsers but as creative partners. Big Boi contributed lyrics and voice.
Little Black Book
For consumers, especially culturally engaged buyers, it signals that driving a luxury EV can be as much about identity and values as it is about specs.
It also suggests that legacy brands that want to stay relevant might look beyond conventional advertising and incorporate genuine cultural voices.
Final thoughts: yes, the rapper is Big Boi—and why it matters
So: the rapper in the Cadillac commercial is Big Boi.
But beyond name recognition, the campaign matters because it bridges multiple worlds—music, culture, luxury automotive, technology—into one message. It’s more than just a cameo; it’s a strategic narrative alignment.
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