Update: Cadillac has released two new ads during the 87th annual Oscars, which both show the upcoming Cadillac CT6 full-size sedan:
Cadillac is reinventing its brand image with the launch of the new Dare Greatly ad campaign, which is set to debut today during the 87th annual Oscars. That much we already knew. What we didn’t know is that General Motors’ luxury division actually eschewed Super Bowl ads in favor of advertising during the Oscars, which “felt to be the much better platform where (Cadillac) will be more relevant”, according to CMO Uwe Ellinghaus.
Cadillac has already given us a small glimpse into their new ‘Dare Greatly’ campaign. The automaker released a 93-second spot entitled The Arena: Dare Greatly last week that featured an excerpt from Theodore Roosevelt’s Citizenship in a Republic speech. The brand has also set up billboards the U.S. featuring parts of the speech, which were recently changed to simply say “#DareGreatly… Cadillac.”
So far, reactions to the ads have been mixed, but the real test of their impact on the public will be the Oscars. Three different ads will air during the awards ceremony,
none of which will show Cadillac cars that will indeed show Cadillac cars like the all-new Cadillac CT6. The ads will focus on brand image, airing with the intention to “disrupt people’s perception of Cadillac”, Ellinghaus says.
Airing the ads during the Oscars rather than the Super Bowl or another major televised event was made consciously in an effort to appeal to an upscale demographic. Ellinghaus also says the event would help Cadillac appeal more to women as well as Gen-X and Gen-Y buyers, rather than the older demographic that the Super Bowl attracts.