Update: Cadillac has released two new ads during the 87th annual Oscars, which both show the upcoming Cadillac CT6 full-size sedan:
Cadillac is reinventing its brand image with the launch of the new Dare Greatly ad campaign, which is set to debut today during the 87th annual Oscars. That much we already knew. What we didn’t know is that General Motors’ luxury division actually eschewed Super Bowl ads in favor of advertising during the Oscars, which “felt to be the much better platform where (Cadillac) will be more relevant”, according to CMO Uwe Ellinghaus.
Cadillac has already given us a small glimpse into their new ‘Dare Greatly’ campaign. The automaker released a 93-second spot entitled The Arena: Dare Greatly last week that featured an excerpt from Theodore Roosevelt’s Citizenship in a Republic speech. The brand has also set up billboards the U.S. featuring parts of the speech, which were recently changed to simply say “#DareGreatly… Cadillac.”
So far, reactions to the ads have been mixed, but the real test of their impact on the public will be the Oscars. Three different ads will air during the awards ceremony, none of which will show Cadillac cars that will indeed show Cadillac cars like the all-new Cadillac CT6. The ads will focus on brand image, airing with the intention to “disrupt people’s perception of Cadillac”, Ellinghaus says.
Airing the ads during the Oscars rather than the Super Bowl or another major televised event was made consciously in an effort to appeal to an upscale demographic. Ellinghaus also says the event would help Cadillac appeal more to women as well as Gen-X and Gen-Y buyers, rather than the older demographic that the Super Bowl attracts.
Comments
I Loved Cadillac since I was a Young Boy, Don’t Ever Under Estimate the Scale of your Audience, that would be of Kiss Of Death, rather, Embrace All who “Dare Greatly”!!!!! 😉
Does one outside Prius loving Hollyweird Watch these anymore?
Only one of the top movies anyone went to see and I expect it to get snubbed.
Dare Greatly! Be original!
And borrow your ad campaign from the author who wrote “Daring Greatly” in 2012, complete with the Teddy Roosevelt quote:
Someone at Cadillac, or its ad company Publicis, is a fan of Brené Brown, a researcher who’s made a name for herself studying the benefits of vulnerability. Earlier this week, the car company launched an ad campaign, “Dare Greatly,” based on a 1910 speech by Teddy Roosevelt: a quote had been revitalized by Brown, who titled one of her recent books “Daring Greatly”(2012). Brown noticed the ads, and so did her fans, she writes at her site. It wasn’t entirely coincidental:
“Cadillac sent me an email last week informing me about the campaign and letting me know that they were inspired by the quote, and particularly by my book. I am in no way involved with the Cadillac campaign. I’m not receiving any payment and I wasn’t consulted or informed in advance of the launch. When I first learned about the campaign I experienced many different strong emotions — fear, anger, vulnerability. They didn’t ask permission to appropriate my book. I’ve referred the issue to my attorneys. No further comment. [Brown]”
Your post concerned me, so I actually looked it up and that does not appear to be what she said, exactly. Here it is:
“Hi everyone,
As some of you may know, Cadillac is launching a new campaign based on the Roosevelt “man in the arena” quote. Their new brand tagline is #DareGreatly. We’ve received many emails and comments over social media asking about my involvement in the campaign so I wanted to clear that up with you.
Cadillac sent me an email last week informing me about the campaign and letting me know that they were inspired by the quote, and particularly by my book. I am in no way involved with the Cadillac campaign. I’m not receiving or wanting payment, and I wasn’t consulted or informed in advance of the launch.
When I first learned about the campaign I experienced many different strong emotions – fear, anger, vulnerability – but mostly scarcity.
Daring Greatly is not just my book and my research; it’s how I live. My kids talk about daring greatly at school and Steve and I cheer each other on during difficult times by saying, “Dare greatly! I’ve got your back.” I was afraid that a commercial brand was taking that away from me, my family, and, most of all, from you and our community.
But, here’s the thing. I don’t own the call to Dare Greatly and Cadillac won’t own it either. Daring belongs to all of us. It’s a choice about how we want to live and show up in our lives. While that looks different for all of us, I know one thing for sure: Feeling scarcity over daring greatly bankrupts daring on its own terms. It’s always hard when my own work kicks me in the ass – Chapter One, no less.
Teddy Roosevelt’s quote has been inspiring people for over 100 years and I hope the call to courage continues from you and from each of us. My personal commitment is to keep showing up, being seen, and living brave (even when I’m in fear and scarcity).
Always, I am deeply grateful for friends who point me back in the direction of my own values when I’m lost, and for this community of fellow travelers.”
No talk of lawyers or such nonsense.
Liar liar, pants on fire!
“But, here’s the thing. I don’t own the call to Dare Greatly and Cadillac won’t own it either. Daring belongs to all of us. It’s a choice about how we want to live and show up in our lives.”
Source: http://brenebrown.com/2015/02/19/daring-belongs-us-thoughts-cadillacs-new-campaign/
Nobody owns the phrase “Dare greatly”. Not Brown. Not Cadillac.
I saw the new CT6 on youtube. I will have to see it in person and know the details. Not a bad looking car but not one that really stands out at least in the commercial.
I believe too much is put into the slogan and name as the car is where the real magic happens. I feel this car is a little short of what it needed to be styling wise but I also remember that it was done long before the Cadillac mission really got the push it needed.
At this point in the campaign, the car takes second priority to the brand and surrounding elements. No one will buy the car, no matter how great it is, if the brand has a negative perception.
PS: CT6 images here:
http://gmauthority.com/blog/2015/02/yes-cadillac-just-showed-off-its-2016-ct6-flagship-sedan-in-the-daring-no-regrets-ad/