We’re seeing a common theme in Cadillac‘s recent series of ads in that they speak to those who identify as contrarians, those who seize opportunity, and those who dare greatly. The latter has served as the brand’s motto since February 2015, as Cadillac Dares Greatly by initiating a rebirth of not only its vehicles and its image, but also of itself as a whole. And this new ad by Cadillac Europe for the 2016 CTS-V is no exception.
Shown driving on various roads in Europe from the exterior and interior, the one minute, twenty second-long spot shows off the car in the best of ways to the glorious sound of the supercharged 6.2L V8 LT4, a sinister melody, and a narration that delivers the Dare Greatly messages, based on Theodore Roosevelt’s ‘Citizenship In A Republic’ Speech:
It is not the critic who counts. Not the man who points out how the strong man stumbles, or whether the doer of deeds could have done them better. The credit belongs to the man that is actually in the arena, whose face is marred by dust, and sweat, and blood.
A car is not desirable in any situation. The credit belongs to the man who strives valiantly. If you would hit the mark, you must aim a little above. Credit the man who dares greatly, for his place shall never be with those cold and timid souls who know neither victory or defeat.
The ad also features a middle-aged man (we’ve seen him before) — the driver of the CTS-V — with somewhat of a dual nature: on one hand, he is (what appears to be) a man of refinement and elegance; on the other, he’s an athlete, shown running, sprinting, and playing golf. This duality appears to be a symbol for the dual nature of the CTS-V: it’s refined and luxurious, but it’s also highly athletic and capable. See more on that in our CTS-V first drive review.
The GM Authority Take
Previously, GM Authority readers have (aptly) pointed out that most Cadillac commercials left a lot to be desired, since they didn’t present the car, its looks, or its features in the best possible way. But this spot is completely different. In fact, it makes us want to buy the new CTS-V. Isn’t that the whole point?
All in all, we are huge fans of this ad and everything about it — the exterior and interior shots, the engine and exhaust notes, the narration, and the acting… we love all of it.
So, what do you think of the spot? Talk to us in the comments.