So far, Cadillac has given us a proper reboot of “Dare Greatly” with its “Pioneers” and “Pedestal” ads it plans to show during the 89th Oscars on Sunday. While those two ads are heavy on promoting Cadillac’s past, present and future in its vehicles, “Carry” takes a different approach.
The spot takes on the current, tense relations in the United States surrounding a multitude of areas, proclaiming we are a “nation divided.”
But, it turns towards a feel-good ad quickly. Quick snippets of acts of kindness flash across the screen with the brand stating its proud to have carried a century of lovers, fighters and leaders in its vehicles, much like humanity must carry itself forward.
And, to pull things back around, the ad wraps things up by tying in Cadillac’s most recent motif by stating, “We can be one. All it takes is a willingness to dare.”
As stated, it’s a much different approach from the other two ads we’ve covered. Certainly, it’s a shot at painting the brand in a specific light; heavy on branding and message, light on advertising cars. However, as “Pioneers” and “Pedestal” for overall crowd pleasers, “Carry” is sure to provide split opinions.
But, we suppose that’s daring.