Cadillac gave us a short look at its newly reinvented brand image during coverage of the 2015 Academy Awards Sunday. The automaker aired three new ads, all part of its ‘Dare Greatly’ ad campaign, which boasted the tagline “only those who dare drive the world forward.”
The ads feature individuals who are considered innovators in their field. Jason Wu, for example, is a male fashion designer who has designed dresses for Michelle Obama and other notable celebrities, and explains he wouldn’t be where he was if his mom didn’t ‘dare’ to buy him a sewing machine. He also says he ‘dared’ to start a fashion business right out of school when he had very little experience at all.
We think the ads are fitting for Cadillac. We’ve consistently heard Cadillac boss Johan de Nysschen and CMO Uwe Ellinghaus talk about how they want to be “a luxury brand that happens to sell cars” which sounds like the sort of idea people would scoff at, much like how they would at Wu dressing up dolls as a kid, or Steve Wozniak dropping out of school. How dare a 112-year old brand try to completely re-invent itself?
You might disagree with us, though, and think the ads aren’t appropriate for the Cadillac brand. Place your vote on Cadillac’s new image below, and feel free to discuss the ads in the comments. If you haven’t seen them, head on over to Cadillac’s ‘Dare Greatly’ website to view them all.