Cadillac is ready to put on round two of its “Dare Greatly” campaign during the airing of the 88th Oscars set to take place on February 28th, 2016. The brand has already said to expect more than one spot during the airing of the awards ceremony, but it seems that one has already been released.
Like all Dare Greatly spots we’ve seen thus far, the ad shows people (and their four-legged pets) walking the streets of NYC, along with various glamour shots of the 2016 Cadillac CT6. The spot also has a female narrator stating that, “Only those who dare drive the world forward.”
To note, Cadillac will show two other spots during the airing of the 2016 oscars — one that introduces the 2017 XT5 crossover and another featuring the ATS-V Coupe.
So, go ahead and press play above, and let us know what you think of “Dare Greatly” the second time around.
Comments
When do they go into production?
I’m pretty sure we are a few weeks away from availability. I know in canada it is going to be available late march
Production began in January/2016 with initial shipments to dealership arriving in March. I’d say they will start popping up in the next 2-3 weeks.
http://media.cadillac.com/media/us/en/cadillac/news.detail.html/content/Pages/news/us/en/2015/nov/1102-ct6.html
I hope the other ads they have prepared for the Oscars , and beyond, are better than this. One only has to look at a BMW, Lexus, or MB ad to see what I’m talking about. Too much of this ad is focused on people, street, and, seriously, a shot of the roof antenna which every car out there has now. Cadillac has this problem with “re-using”. Like thepic in the 2016 CTS catalogue of the interior shot with the Kona seats and the guy driving. It’s the same pic from the 2014 catalogue.
Much of this ad was shot last year, with some snipits from the preview ad before the 2015 NYIAS. Cadillac simply takes too long to get a car into the showroom. This CT6 will be branded a 2016, seven months into the 2016 model year, and the XT5, which arrives the following month, will be a 2017. Makes no sense!
Very impressed by the car and UNimpressed with this ad. Especially with a new model, the ad needs to bring out some of the features and positioning; doesn’t have to be a tech ad, but more than this “mood” stuff.
Agree with you that the car is impressive and that the ad is not although I like this ‘Dare Greatly’ ad better than the ones before it.
Agree 100%. Great car, mediocre ad. Quite frankly less than impressed with whole Dare Greatly campaign–every time I see one of the ads, shrug my shoulders. Would not incent me to want to buy a Cadillac. Bought a new CTS and trust me, these ads had no bearing at all on my decision!
Maybe, but I’m not so sure.
I think they’ve really dropped the ball in terms of their overall advertising message. This is what, the second commercial in a year at the national level? Holding aside regional holiday ads for the SRX and ATS, which didn’t even show the highest trim models all the time.
This new ad though, I think is really good. In my opinion, it would be a mistake to try and sell on torque, weight advantage, aluminum construction, etc. to the market this car is targeting. They don’t buy on that basis, unless they’re “car people”, and then they know all of that stuff already.
They buy on what the car says about them. When I watch this, I think it’s a product that’s really cool, really slick, very expensive, and modern. Let me learn about horsepower, etc. later. When I see this, I want to think “wow, Cadillac is cool”.
Totally agree, they finally show the highest trim level in a ad, I’m tired of seeing that base ATS, even without the hid headlights.
I thought the ad was great. It seemed to really embody the “dare greatly” spirit.
To me the dare greatly campaign(and the marketing department) is a failure. This does not make anyone want to buy a Cadillac. After basically a year of almost no new commercials this is the best that the marketing team can come up with. Cadillac needs to get it out there that their products have really changed and are just as good as the German and Japanese Marques.
I’ll play devil’s advocate;
Uwe Ellinghaus has repeatedly said that part of the process of rebuilding is rebuilding the brand as a whole to make it more aspirational . To do that you have to emphasize the brand as a whole.
Also there wasn’t much to advertise in the last year. There has not been any brand new products to promote.
I’ll play the advocate to your devil’s advocate 🙂
True, Cadillac hasn’t had any new products to promote. But why relegate promotion solely to “new products”?
Cadillac has excellent products right now in the ATS Sedan, ATS Coupe, and CTS Sedan. They’re not perfect, but they’re definitely not bottom-of-the-class, either. Until the crossover portfolio begins to fill out, these are the brand’s core vehicles… so why not promote them?
Everyone keeps harking on the fact that the ATS and CTS are not selling as well as they should be or that sales are down YOY. But they’re down not because the product is bad, but because people don’t even know about the ATS and CTS, and thus don’t even consider them when shopping for a vehicle in that segment. Just look at a cross-sell report for pretty much any DMA and you’ll see that consideration is usually between BMW, MBZ, Audi and Lexus. Cadillac consideration is so much lower compared to those four that it’s embarrassing. And I’m not talking smack here either… I’m saying all of this as a Cadillac ATS owner, Cadillac enthusiast, former GM employee, and founder of this website.
So yes, rebuilding the brand is important, it’s also important to let people know about your current product. And currently, Cadillac is failing at this mission.
By comparison, BMW usually runs an ad campaign for the 3 Series, X3, and X5 for the entire lifecycle of the product, with more promotion at launch of a new generation. The same goes for Lexus and Mercedes. Audi takes a slightly different strategy based on inventory constraints (demand is higher than supply for Audi’s core vehicles). Cadillac, on the other hand, is radio silent on the ATS and CTS.
Now, being radio silent can be a strategy. But is it a good one? I think not.
I’ll see your raise and re-raise to say that Cadillac could just be waiting until their portfolio is fully reorganized in order to fully promote the brand.
Why advertise and lure customers to try the brand when that brand is not the best it can be. I suspect that once the new models like the CT6, XT5 and the coming crop of vehicles hit the market Cadillac will advertise full force.
Hey guys, next time you find content on GM Inside News we would appreciate the link back. http://www.gminsidenews.com/articles/watch-cadillacs-2016-oscars-commercial-before-anyone-else/
Happy Sunday.
Without knowledge.. no one knows why and what makes Cadillac’s CT6 special compared with cars made in Asian and Europe; thus, it’s unclear as to whether this advertising approach will work. Cadillac followers know the CT6 uses advanced engineering and manufacturing techniques to allow the vehicle to be a thousand pounds lighter than it’s competitors without sacrificing stability; but for the average person on the street.. they have absolutely no idea why the CT6 is daring.
this new add is more for a home depot store then it is for a premium car brand. It moves slow and makes you want to check you email or FB. It is really torture to sit through as you are thinking something is going to happen. Instead, just like the whole Dare Greatly marketing , it falls flat and you are wondering what in the world you just watched. You could have been doing something useful like getting the lint out of your dryer instead of getting no desire to visit a Cadillac show room or web site after being board out of your mind with this commercial . My first thought after seeing this was, “how can I get that 30 seconds back”