Cadillac had hoped for its moment, the moment, last year during the 87th Academy Awards. We’d say it didn’t happen. The debut of “Dare Greatly” was a stunning advertising message with no followthrough, but it did plant the seeds for Cadillac’s branding to come.
This year, during the 88th Academy Awards, Cadillac came out swinging, debuting the “Don’t You Dare” campaign, featuring a handful of nine young, aspiring innovators. The protagonists featured have continued to chase dreams, despite being told, “don’t you dare.”
“’Don’t You Dare’ celebrates perseverance in the face of adversity. It is the physical embodiment of Dare Greatly, encouraging consumers to take action and never accept the status quo” said Uwe Ellinghaus, Cadillac Chief Marketing Officer. “Similarly, Cadillac’s direction this year is about materializing the aspirations and ambitions the brand set in motion in 2015.”
We’ve included the overarching “Don’t You Dare” spot for you above, and we’re curious to know how you’re liking Cadillac’s followup to “Dare Greatly.”
The message portrayed is approachable, yet whimsical in nature after listening to the stories brought forth, even relatable. We also commend Cadillac on not mentioning the brand once until the very end.
Not feeling as if you’re being sold to is the greatest way to sell yourself.