Oh, man. Not another manifesto. I used to hate writing these things.
Something about a lack of confidence and surplus of “manifesto gods“ at my agency.
But there was no escaping them.
So I manifesto-ed my inner Cher in Moonstruck and snapped out of it.
So I manifesto-ed some guts.
And some new business for the agency.




TIKTOK:
“Whatever Tiks Your Tok”


So you're a late twenty but certainly not yet thirty something father of two cats. A ficus, too. Your interests are far more distinguished than dance videos and UGC. Like the high-brow film genre of ASMR pickle-eating. The healing powers of Tibetan Singing Bowls. The #dancingpecs movement. Yeah, that one really bakes your cake.

We get it...you're into some pretty "exotic" stuff. But nothing's too niche for TikTok. If it rocks your socks, slays your day, pots your plants or sizzles your bacon...you'll find it here. TikTok is everything you're into, and everything you didn't know you were into.

Come find something that flips your switch.
Snatches your wig.
Lifts your luggage.
Glosses your lip.
Spills your tea.
Snaps your selfie.
Tinsels your tree.
Raids your tomb.
Grows your garden.
Pumps your iron.
Blows your whistle.
Hacks your life.
Pokes your yolk.
Revs your engine.
Licks your lolli.
Carves your soap.
Walks your mile.
Aligns your chakras.
Baits your hook.

Come find whatever Tiks your Tok.


IT COSMETICS:
“The IT Girl”


So the "it girl" isn't who she used to be.
But there's still no denying when you're in her presence.
Of course she's cute. Downright sexy.
Perhaps appealing to both boys and girls.
You might think superficial.
But that's not it.
There's something extraordinary happening below her skin.
Confidence? Certainly not the kind you're used to.
She's just...real.
Perfectly imperfect.
Incredibly smart, too.
But she doesn't have to think too hard.
She's got a solid buzz.
With the kids, on TikTok, iconic.
You know.

Her friends say she's funny.
Absolutely hilarious.
If life's a joke,
she's going down laughing.
Or crying.
It's not a big deal.
Except when it is.
It's a big mood.
We're into it.
You're into it.
But most importantly...
she's into it.


KINDER BUENO:
“The Bueno Moment”


Close your eyes. Take a deep breath. Right now, you're in the middle of an ordinary, everyday moment. Now see the extraordinary within the ordinary and liberate it. Savor it. Ponder it. Follow it anywhere but here. Don't worry about the world around you; it wants you to have this moment. Call it escape. Call it elation. Call it euphoria.

When we treat ourselves to a moment of unfiltered indulgence, life inherently gets better. Colors surround you. Sounds move you. Strangers greet you. And the minute details you've overlooked countless times before now burst forward with dazzling clarity. It's a rewarding perspective. Once you get a taste, it's impossible to put down. Now open your eyes. Like, really open them. There are everyday moments all around you worth celebrating. And each time you do…
Life Gets a little more Bueno.


FOLGERS:
“Seeing Stars”


Tick, tock. Drip, drop.
Coffee cans from coffee shops.
Tick, tock. Drip, drop.
Shiny stars and double shots.

Tick, tock. Drip, drop.
Designer beans are really hot.
Tick, tock. Drip, drop.
The price tag really hits the—

Oh. Wait.
On second thought...
Perhaps good taste really can't be bought.
Unless, it can. But at half the cost.
Because quality is more than a name on a box.

Tick, tock. Drip drop.
Remember the best part of waking up?
Tick, tock. Alarm clock.
Wake up, America. It's Folgers in your cup



GARNIER GREEN LABS:
“Karen for the Planet”


When you care about something enough, you show it. When you care about something emphatically, you shout it. From the rooftops. To the Heavens. Or in Karen's case, into the receiver of a phone.

Garnier Green Labs is answering her call. Because we agree that big green skincare is largely inconvenient. From the unacceptable markup of Earth's natural ingredients, to the disrespectful treatment of packaging in our landfills. And, uh...the greenwashing.

Like Karen, we believe green skincare shouldn't be a privilege, but a fundamental right. Garnier Green Labs has a few solutions. Effective, naturally-derived solutions available at affordable prices and shipped in sustainable packages. Solutions that empower Karen to clean not only her pores, but also her planet. As well as her reputation.


CADILLAC:
“Johan's Address”


Message to Cadillac enthusiasts and the odd skeptical observer:

Cadillac is embarking upon a bold new journey.

And the Cadillac organization is invigorated. It's not often that a 112-year-old icon with such a legacy reinvents itself, and it's awesome for all of us to be part of it.

Of course, those of you who follow our industry know that, over the last few months, we have already begun to disturb the status quo. In the process, we have unavoidably ruffled some feathers: moving part of our operations from Detroit to New York City; placing Cadillac in charge of its own operational destiny; outlining a plan to dramatically expand the product portfolio; creating a consistent nomenclature for our cars. And yes, as far as the car names go, I know it appears as if we are changing one set of "alphabet soup" names for another, but as they say in the classics, there is "method in the madness." Have faith, it will all fall precisely and logically into place over time.

Furthermore, if you've been following our new product launches, you will know that the latest generation of Cadillac vehicles are among the very best available on the market today. Not only have we impressed every industry expert, the cars have received award after award.

Cadillac is back. The fact is that Cadillac's resurgence as an automaker of exceptional prowess and producer of superlative automobiles is well underway, and this is reflected in many of the strong gains achieved around the world last year. Cadillac has never produced better product than is available today–and we have only just begun our product offensive–with a single-minded focus to stun friends and foes alike, with one fascinating new Cadillac after another.

While product fascination provides substance for our ambitions, we must also embark on a philosophical shift to match these ambitions. To once again become the standard for excellence around the globe, we cannot follow any of the examples set by the luxury market "establishment," nor meekly succumb to preconceived notions about this great brand, or even perceptions about our rivals. We respect each and every one of our competitors, but Cadillac will chart its own course, and we will speak our own truth.

Cadillac is on a mission to shatter the status quo. Cadillac will lead with highly aspirational products packed with advanced technology, superlative craftsmanship and distinctive design. And a brand character that symbolizes quality and respect. We don't aim to be the biggest. We aim to be the best, the highly aspirational domain of the few.

In the words of one of the great American presidents, Theodore Roosevelt: "It is not the critic who counts." Only those who are willing to accept risk, who have the courage to dare greatly, shape the future.

At Cadillac, we are about shaping our future, and with it, the future of the luxury automobile industry.

The presentation of the ATS-V in Los Angeles late 2014, followed by the CTS-V in Detroit in January this year, was the first salvo directly into what constitutes the very essence of the luxury segment. The next reveal under our bold philosophy of excellence will be in New York City, on the 31st of March. The unveiling of the CT6 Sedan will be the latest, most daring expression of Cadillac's ambition.

But that's not where it ends–as I stated, we have only just begun.

Advanced plans are underway to introduce 8 all-new vehicles before the end of the decade. The transformation of Cadillac is happening all around us. And it has been a while since our industry has witnessed change of this magnitude.

The auto industry is a long-cycle business, and we cannot execute all of our plans nor reach all of our goals overnight, but Cadillac is now firmly on course to reclaim its rightful place as the iconic, global luxury brand, made in America.

As we have our supporters, so too we will have our detractors–those who express their discomfort about this bold challenge to the status quo, through criticism and skepticism. We accept these loud protests at the disruption to the established order and understand it means we simply have to work harder and to convey the truth of today to those whose perceptions are still rooted in yesterday.

We know for some it may be a long and arduous journey. But we are ready.
For at Cadillac, we dare greatly.
Thank you.


Johan de Nysschen (actually me)
President
Cadillac