The Daring: Piano is Cadillac’s second ad that aired during the 87th Oscars as part of the luxury marque’s new brand image. Set to the tone of a piano, the spot deviates from The Daring: No Regrets spot by featuring no subtitles but rather voice-overs from Anne Wojcicki, Jason Wu, Njeri Rionge, Richard Linklater, and Steve Wozniak (in the order as their voices are heard in the ad).
Each person’s monologue runs into that of the next and, once the last voice-over fades, the ad switches to sounds of thunder and rain, followed by the sights and sounds of a city, briefly showing the upcoming 2016 Cadillac CT6 sedan. As the CT6 slowly drives by, the words “Only those who dare drive the world forward” overlay the screen. They then fade to the Cadillac crest and insignia, followed by the Dare Greatly motto and the dare-greatly.com web address.
We’ve transcribed the voice-overs in the order in which they appear in the ad:
- Anne Wojcicki: “I think about my early twenties, and I think that I actually missed an opportunity there to experiment and fail and experiment and fail…”
- Jason Wu: “…I admire my mother, despite what people said she bought me a sowing a machine and she let me play with dolls, she really dared to let me be different…”
- Njeri Rionge: “.. focus on the fact that we’re young and I wanted them to understand that we’re here to make a difference for the country…”
- Richard Linklater: “… well, the funny thing about risk is that I don’t really consider it a risk; if you get out there too far it looks like a big risk, but when you’re inside it, it doesn’t even feel like a risk.”
- Steve Wozniak: “… to me, I start thinking when I was young: what are the definitions of good; what will you do to be a good person in the world, and it always boiled down to…”
Comments
Not bad, looks good, but future ads need to be about the individual product and not just the brand mission as whole. This ad makes me want to drive a Cadillac, but it doesn’t make me want to drive a particular model and that’s what I believe is missing. Still, it’s better than what we saw for the ats coupe.
One step at a time. This is only the beginning.
not at all a bad first impression. I see and feel the potential of this machine. This machine can be a real competitor to the Audi A8 and the bmw7 their level. However, we look forward to March 31and we can see exactly
Look this video 13.28 and see problem. BM s klass was one problem to ahhaaa. i dont like to this thing. this is old school ebay tuning masterpiece. it’s not a big problem, however, but it could be some kind of cleaner solution
looks good already with a lower looking belt line and ranked back windshild… it look like a real flagship.
looks like the CT6 could be lower than the XTS.