Cadillac has just released a new commercial entitled The Arena: Dare Greatly. Set to the sights and sounds of cities, the 93-second spot is narrated by a female voice to The Man in the Arena section of Theodore Roosevelt’s Citizenship in a Republic Speech. The spot marks a noteworthy departure from past Cadillac commercials, making absolutely no mention of Cadillac until the very end, and featuring zero Cadillac vehicles, branding, or otherwise until the Cadillac: Dare Greatly slogan at the very end.
Citizenship in a Republic is the name of a speech delivered by 25th President of the United States Theodore Roosevelt at the Sorbonne in Paris, France on April 23rd, 1910. Cadillac’s spot uses a notable passage on the seventh page of the 35-page speech that’s referred to as The Man in the Arena. Here’s its transcription:
It is not the critic who counts; not the man who points out how the strong man stumbles, or where the doer of deeds could have done them better. The credit belongs to the man who is actually in the arena, whose face is marred by dust and sweat and blood; who strives valiantly; who errs, who comes short again and again, because there is no effort without error and shortcoming; but who does actually strive to do the deeds; who knows great enthusiasms, the great devotions; who spends himself in a worthy cause; who at the best knows in the end the triumph of high achievement, and who at the worst, if he fails, at least fails while daring greatly, so that his place shall never be with those cold and timid souls who neither know victory nor defeat.
The new spot could not only mark the launch of the new Cadillac: Dare Greatly slogan, but it could also represent the re-launch of the Cadillac brand, which has been rumored for the last few months. Stay tuned as we learn more.