If you missed Cadillac’s main debut ad for the 89th Oscars, we’re happy to report it finally takes the potential we knew the “Dare Greatly” marketing motif possessed and achieves it. However, there’s more than one ad. And this is the second commercial you can expect to see if you tune in for the awards show.
The spot is titled “Pedestal” and, surprisingly, does not feature a vehicle you can buy today. What it does do, however, is present the Cadillac Escala concept car as the future of the brand.
The ad proudly proclaims, “A Cadillac is no trophy; no museum piece. This is our future,” referencing the Escala concept vehicle. It’s a unique approach for an ad since the Escala is strictly a show car with no production intent. But, the ad does do an excellent job expressing what to expect from Cadillac from here on out, with the ad also stating “intermission is over.”
Last year, Cadillac took “Dare Greatly” into a different territory with mild success. This year, it’s finally flexing its marketing muscles by proving it understands where the brand came from and seems to have a true sense of direction.