Cadillac has detailed its new marketing campaign that will air during ABC’s coverage of the 91st Oscars award ceremony.
General Motors says the ad campaign “represents the brand’s upward determination and drive to succeed,” with a new take on the Cadillac emblem that uses the existing blue lines to form a staircase.
“The new Crest treatment illustrates the brand’s determination and will to succeed — the same traits possessed by those winners who ascend the staircase to the stage at the Academy Awards,” Cadillac marketing boss Deborah Wahl said in a prepared statement. “It’s the perfect platform to showcase our aspirational Cadillac SUV lineup.”
The marketing campaign will consist of four ad spots titled ‘Rise Above’, ‘Take the Stage’, ‘Make Your Escape’ and ‘Take Flight’. Cadillac says the three spots connect “the theme of perseverance with the act of physically ‘rising up’ into Cadillac’s complete SUV portfolio as both an enabler and a reward.”
The automaker will also launch a social campaign using the hashtag #KeepRising which will highlight various storytellers’ “steps in breaking barriers and overcoming adversity.” These storytellers will allegedly include “accomplished artists and Oscar nominees across music and film.”
“The brand will kick off Oscars Sunday with its own #KeepRising story on social media, using the blue step graphic. Each step will be paired with a different historic Cadillac innovation, from the electric starter to Super Cruise, and from the hiring of the first woman automotive designer to the launch of an all-new family of show-stopping SUVs, and more. This iconography linking the “Keep Rising” theme to the brand will appear throughout the year at other key moments,” Cadillac said in a press release.
You can catch the ad spots during ABC’s coverage of the 91st Academy Awards ceremony on Sunday, February 24th at 8 p.m. EST.