Cadillac Proclaims Its Pioneering Roots In 89th Oscars Debut Ad: Video
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It’s Oscars season, and that means it’s Cadillac’s Super Bowl. Rather than buy ad time during the big game, Cadillac has opted to showcase its brand during the Oscars for three years now, no doubt in an effort to target a different audience.
And now we have the first ad the brand will debut during the 89th Oscars on February 26, 2017. Titled “Pioneers”, Cadillac doubles down on its historic roots and looks towards the future with a lineup of vehicles only Cadillac could produce.
If last year’s “Dare Greatly” ads were a huge improvement for the brand’s overall message, we think this year’s ad should please Cadillac faithful and newcomers to the brand alike. Cadillac gently evokes its past slogans in the beginning of the one-minute long advertisement, but quickly proclaims it’s moving forward.
The ad moves into the present Cadillac lineup, highlighting each area of the brand’s portfolio with SUVs, crossovers, sedans and the performance V-series. We even catch a glimpse of Cadillac’s production Super Cruise technology in action.
It’s a wonderfully thought out ad after months of stagnation and ho-hum attempts from the marketing and advertising department overall. And the ad clips along at a quick pace without presenting too much at once. Easily digestible, short, sweet and to the point.
If previous “Dare Greatly” ads were supposed to set the branding tone, “Pioneers” finally has Cadillac finding its voice.
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Nice
Gotta admit that green light bar on the steering wheel looks cool on the Super Cruise equipped CT6. I am assuming as soon as someone takes thier eyes off road in that mode,,the bar either flashs or turns red.
Not too shabby! I’m liking what I’m seeing thus far! Cadillac marketing folks are finally starting to understand how to advertise and display the products! Not the gimmicks!
“But our past is just that. Past.”
“So our greatest achievements can’t lay behind us, because our destiny lies ahead.”
~~~
You can’t romanticize the past if it’ll cripple your future. Take note, Rye and Drew.
Yes, it is glossy ad copy, but it does more in a minute than any bloviating about Cadillac’s from the 50’s to 70’s can do in multiple paragraphs.
Lastly, I’m pretty sure the French aristocracy were the ones who lived in the past in an insular and isolated bubble where glorifying their ancestors was a ritualistic affair. It was them who had the most to loose following the revolution, Drew. Surely you’ll understand what it all means when your old guard ‘rags to riches’ narrative finally dies off. Then, perhaps, Cadillac might get around to making exclusive cars that demand attention rather than just commodities with leather.
*supercruise technology available on cadillac ct6 late 2017 ))
This ad is great
Not bad, actually. Not bad at all. Not quite what I wanted, but its’ getting there. I think they’re finally listening to me whine on YouTube. I said before, big classic American brands can get away with this sort of advertising and make it work (look cool without being corny and hitting the right emotions). Still didn’t see the XTS in this, so, a potential 8/10 ad, is now a 6/10, sorry. Great look in the advertisement overall, I love the colors and imagery, the music can be better, however.
I look forward to more. Good effort dudes!
Nice add too bad no one cares about the Oscars.
I read a quote from marketing that “the Oscars is the Super Bowl of pop culture”.
It IS one of the few “appointment viewing” opportunities remaining, but I’m guessing their numbers don’t stack up to the Super Bowl’s.