Cadillac spent much of 2017 doing its best to flex branding and marketing muscles with limited new product, but for 2018, that changes. The luxury brand’s banner ad spot for the 2018 Oscars stakes out Cadillac’s territory and proclaims the future is here today.
The narration poses challenges and confronts them with Cadillac’s solutions and products that are here today. Not a distant concept, not an idea, but tangible product on the market now.
Cadillac worked to highlight its performance arm with the V-series and its victorious DPi.V.R, define luxury with the Cadillac Escalade, tackle new challenges of vehicle ownership with Book by Cadillac and show off its technical prowess with the CT6 sedan and Super Cruise. It’s no coincidence the Super Cruise-equipped CT6 merges and passes a Tesla Model S in the ad, either.
The tone is an abrupt shift from previous ads shown during the Academy Awards, which often aligned with big ideas and current social challenges. It’s also a calculated one, as Cadillac noted the need to focus on itself, its products and services.
This is the kind of Cadillac branding we’ve been waiting for.