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…”