Cadillac previously stated it wouldn’t stay quiet through 2017, despite not launching any new product this year. Its voice would be found in a third set of big ads, which debuted during the 89th Oscars this past Sunday.
The “Dare Greatly” marketing mantra has come under fire many times for its lack of clarity, but we feel this year the ads really came into themselves. We even took the time to dig deeper into the four ads in our exclusive interview with Cadillac Brand Marketing Director, Melody Lee.
The four ads placed a major emphasis on Cadillac’s current product, while one spent the entire one-minute spot showcasing the Escala concept car as the future for the brand moving forward. Overall, we think they are the most successful marketing blitz from Cadillac as of recent after a couple years of building “Dare Greatly” itself in the marketplace.
But, this space is reserved for you. We want to know how you liked the latest “Dare Greatly” spots. Vote in our poll and be sure to talk to us in the comment section down below.
Comments
The only good ad was the one with the Escala – a car that can’t even be purchased now, and possibly not ever! How does that help current sales?
Why does Melody Lee still have a job at Cadillac? Is GM management really daft enough to give her “10 more years to start to see positive results”? What a scam!
Part of the rebuilding of Cadillac is the taking steps to resurrect its image and therefore the brand.
The spots of Escala are about brand and the direction it is going.
I was pleasantly surprised how well done the spots were.
They’re an improvement …
Btw, where’s Uwe?
Maybe he’ll show up if this is viewed as a success.
In the meantime, Melody’s the front (wo)man.
I loved the “Pioneers” and “Carry” ads, but I thought that the other 2 were kind of pointless. I mean why waste money advertising a car that currently doesn’t, and probably never will exist?
Now if only they could put some substance behind their statements and build a car that doesn’t lose 45% of its value in the first 5 years.
Cadillac is too focused on performance and sports cars at this point…it looks like a death sentence for Cadillac….I know the CT6 isn’t the modern plush landyach….its just a large sports sedan nothing more.
Advertise Vaguely
These ads are not about moving metal, they are about branding. Most of the data suggests that the young buyers coming up don’t have the tarnished notion of Cadillac that many of us do – they actually think their parents Benz’s & Bimmers are passe – and this is a way to create a thought process that will dovetail into sales based advertising when the next gen of product starts to arrive. I understand it and like it.
I think that I’m getting tired of the ads and concepts. Its time to start making great cars already… Look at the RR Velar’s interior. It is here NOW. Cadillac will always be behind, because GM is too slow.
I agree completely! Well said!
I wouldn’t be surprised if Acura, Infinity, Volvo would be ahead of Cadillac 5-10 years from now.
Cadillac needs to fire GM CEO and Cadillac German minded leadership. You sell cars by quality and service, not by gimmicks, and what a woman decides is costly to design, cheap to build and expensive to customer to repair as car ages. While we need Cadillac we don’t need cars costing as much as a small house, and we certainly do not need autonomis cars- what are your leaders doing- smoking pot 9-5??
“While we need Cadillac we don’t need cars costing as much as a small house,”
If you can’t afford a luxury product, you shouldn’t complain about your inability to reach for it.
“and we certainly do not need autonomis cars-”
So you want to see Cadillac become even more irrelevant? Good job! Promote Cadillac by killing it’s chances for growth and making uncompetitive. I guess Cadillac should just roll over and let Mercedes and Lexus take the accolades and press that will come with autonomous cars.
indeed….Cadillacs at this point look Boring on the outside and a poor mans BMW on the inside. Cadillac needs to get back to whare they ware in the 1950s-70s and the Cadillac brand has been in the ditch since the 1980s and I wonder when Cadillac will be pulled back out of the ditch.
Cadillac’s ad says the Escala concept car is their interpretation of what a modern luxury car should be as the Escala is sleek, comfortable, ergonomic and possibly a beast on the road. And while we may never see a production version of the Escala, Cadillac will use design elements from this concept car as the inspiration for future Cadillac vehicles; but it’s difficult to say because we’ve not seen a mid-engine coupe like the Cien or the large luxury Elmiraj coupe.