It’s Oscars season, and that means it’s Cadillac’s Super Bowl. Rather than buy ad time during the big game, Cadillac has opted to showcase its brand during the Oscars for three years now, no doubt in an effort to target a different audience.
And now we have the first ad the brand will debut during the 89th Oscars on February 26, 2017. Titled “Pioneers”, Cadillac doubles down on its historic roots and looks towards the future with a lineup of vehicles only Cadillac could produce.
If last year’s “Dare Greatly” ads were a huge improvement for the brand’s overall message, we think this year’s ad should please Cadillac faithful and newcomers to the brand alike. Cadillac gently evokes its past slogans in the beginning of the one-minute long advertisement, but quickly proclaims it’s moving forward.
The ad moves into the present Cadillac lineup, highlighting each area of the brand’s portfolio with SUVs, crossovers, sedans and the performance V-series. We even catch a glimpse of Cadillac’s production Super Cruise technology in action.
It’s a wonderfully thought out ad after months of stagnation and ho-hum attempts from the marketing and advertising department overall. And the ad clips along at a quick pace without presenting too much at once. Easily digestible, short, sweet and to the point.
If previous “Dare Greatly” ads were supposed to set the branding tone, “Pioneers” finally has Cadillac finding its voice.