We’d say Cadillac had a successful relaunch of its “Dare Greatly” marketing and advertising efforts, introducing a spin on the mantra: “Don’t You Dare.”
We highlighted the overarching brand motif, and the main ad spot, yesterday, but today we picked the 2017 Cadillac XT5‘s spot to discuss.
Cadillac took its other spots during the 88th Academy Awards to showcase its product, still rallying around the “Don’t You Dare” motif. The ad above features the 2017 XT5 inside and out, while a female narrator correlates the slogan alongside the XT5, drawing parallels to features and options with the latest midsize crossover.
No, it’s not as profound as the main Don’t You Dare spot, but it’s refreshing to see Cadillac utilize its marketing strength finally. What say you? Are you liking the direction the brand is going? Talk to us below after clicking play above.
Comments
I like this one better as it at least highlights some of the features like foot activated liftgate and rear camera mirror but it needs to go further.
This ad shows me that it’s a car for none car-lovers
“This ad shows me that it’s a car for none car-lovers”
Please explain.
I for one think that Arcadia looks much, MUCH better.
I thought that but the XT5 is growing on me. I didn’t get to the CIAS to see either of them so I will reserve final judgement until I see and drive them both.
I have seen them both and they compliment each other as they are much different vehicles. They may be based on the same platform but they are as different as the ATS is to the Camaro.
We need to look at the big picture here.
Dare Greatly was not the whole package. The new Don’t you Dare is not the whole advertising package.
This is only the second installment of the second act of the play.
This whole marketing plan is like building a wall brick by brick. Cadillac is trying to build an image along with selling cars. This not your simple Baseball. Hot Dogs, Apple Pie and Chevrolet approach.
People who they want to buy Cadillac’s are people who are leaders, brokers and mover and shaker types. Simple jingles do not attract their attention but how a a automobile can represent them and their image does.
In business what you drive often can be a tool for a leader to project his success and ability to take leadership.
Case in point. Would you be more inclined to take a stock tip from a guy in a Bentley or a Guy in a Kia? The truth is the car has nothing to do with who has the better tip but it is human nature to look to the person in the bigger house and the more expensive car wearing the Armani suit. Because of this it helps people make deals and earn trust they may not have. It even leads to being let in places others may not. It is all BS but it is the way the world works.
I saw it in Beverly Hills. We were walking on Rodeo Drive. As any expensive car went by I looked to see if it was someone famous. Then when we left I drove down Rodeo in a 911 Carrera and watched as people looked at us to see if we were famous. I just laughed as I did the same thing myself. LOL!
Marketing is part selling but it also about harnessing human nature and channeling impressions. That is how this Dare Greatly deal is going to play out.
This marketing is a entire play and you have to stick around to the end to see how it will come out. New Characters or as I should say models will be added to the story and they will sell it as a package.
I used to do work for advertising and they used to use some crazy ideas. Some failed but many as convoluted as they may appear work.
I think the SRX looks better!
The soft edges are the way going forward….away from hard edges….hard edges and down sloped beltlines are getting stale
I always compare the Cadillac to the benchmark and the XT5 is way ahead of the Lexus in this the latest competition.
Well if this new ad is the ” second act of the play ” , then the long intermission between the first act and this one means Cadillacs marketing agency needs to go back and re-write the play .
I’ve seen the XT5 and it is a very nice SUV . In a market that is getting more crowded everyday there will be no mistake day or night what this is , a Cadillac . But it isn’t going to sell itself , it deserves better than all of the Daring concept .
GM / Cadillac has a machine that I believe is the best they have ever built . Better even that the CT6 . This is going to be a volumn seller , hopefully selling as well as the SRX continues to do . It’s a brand new vehicle and it would help Cadillac to garner some excitement going into the launch . You can’t sell something if you don’t grab the attention of the consumer . It can be done in print ads , on the inter-web and cable . Put ads in popular magazines not just auto magazines, put up videos on You Tube and FaceBook .
I just want this to be a good seller for Cadillac as they are in the midst of invigorating their stodgy image .
The only problem is the ridiculously downward beltline…it makes cars looks weird and awkward.