Cadillac’s Dare Greatly mantra has been around for two years, but only now does it seem the campaign has picked up steam. According to Marketing Daily, Cadillac will begin its “Daring Pursuits” digital ad campaign to highlight “passionate creators” and “share their unique experiences.”
It’s a common theme of Dare Greatly, but it will be the first time an all-out digital campaign has been devoted to it. “Daring Pursuits” features the 2017 Cadillac XT5 along with Bryan Blue, an up-and-coming artist; Stephen Kenn, a couture furniture designer; and Jihan Zencirli, a master balloon artist.
Currently, two short videos introduce the stars at DareGreatly.com, but the campaign will soon spread to streaming video channels and various other avenues to showcase the content. Vox Media, Facebook Canvas and Instagram’s ad carousel will also support the content.
“‘Daring Pursuits’ represents the unpredictable nature and process of creativity, which has been a central theme of the ‘Dare Greatly’ brand platform since it launched in 2015,” Ray Warren, Cadillac global manager, social media and digital advertising, said. “This latest extension, ‘Daring Pursuits,’ appeals to audiences who are entrepreneurial and unwilling to settle. At the core, the campaign speaks to passion — a universal mindset that is relevant to various audiences, including Generations X and Y.”
The campaign will run its course through the end of this year, but will continue to evolve and grow with the brand through the years, Warren also stated.