At the Super Bowl, Cadillac launched a promotion around the upcoming film "Be Cool" challenging consumers to create a five-second film, playing off the performance cars acceleration time from 0-60 in under five seconds. The Cadillac Under 5 Contest and corresponding website began accepting submissions on the Feb.6 game day through Feb. 17. The top five submissions were selected by "Be Cool" director F. Gary Gray as well as by cast members John Travolta, Christina Milian and Cedric the Entertainer.

In line with the new marketing initiative that Gary Cowger talked about at the 2005 New York International Auto Show this launch is part BMW for hire and part reality TV that seems to have taken over the airwaves.

Jeff Schmale of Bel Air, Maryland as Grand Prize winner among five finalists in the film contest. As Grand Prize winner, Schmale will receive a new Cadillac CTS-V, part of the Cadillac V-Series, which boasts an acceleration rate of zero-to-60 miles per hour in less than five seconds. Schmale was selected from the five finalists in five different categories (Drama, Comedy, Action/Adventure, Mystery and Biography). Schmale’s film "Tuesday" was from the Biography category.

Of the five 5 second films my favorites were; What goes around (comedy) and The Ultimate day off (drama). To pick your favorite and to see how quickly five seconds goes by visit

In addition to John Travolta, Cedric the Entertainer and Christina Milian, Be Cool also stars Uma Thurman, Vince Vaughn, Andre Benjamin, Steven Tyler, Robert Pastorelli, Harvey Keitel, The Rock, and Danny DeVito. Directed by F. Gary Gray, the screenplay was written by Peter Steinfeld, based on the novel by Elmore Leonard. The film is currently set to be in theaters March 4th in the U.S. and on April 1st in the U.K.