Cadillac debuted a new advertisement spot early last month featuring the 2018 XT5 crossover, and some may find relief that it does not lean so heavily on “Dare Greatly.”
Instead, viewers are treated to the XT5’s wardrobe of sorts. As the XT5 moves into what we can call its closet, the spot showcases the vast amount of materials, wheels, colors and more that make up Cadillac’s mid-size luxury crossover. And all of it happens to the tune of some rather bouncy and energetic music. It’s a far cry from the more serious Dare Greatly ad spots that have come out in the past.
The XT5 remains one of Cadillac’s best-selling models amid a market hungry for crossovers and SUVs. Meanwhile, CTS and ATS sales remain stagnant. It makes sense Cadillac continues to flex is marketing muscles with its current portfolio to prop itself up the best it can before new product arrives next year with the XT4 crossover.
Have a look at the spot above and let us know if you’re digging the tone over the traditional “Dare Greatly” message.
Comments
Visually it’s ok. Musically it’s unappealing for anyone over 35, IMO. This clearly has the stamp of Uwe’s smug and self-absorbed “Fab Four” millennial marketers all over it. Hopefully they’ll be gone soon, now that Uwe is back in Germany.
I’m over 35 and sounds good to me.
Better than BS Dare Greatly crap. Still missed a golden opportunity to showcase the best part of the vehicle – the interior! So sad…that is what the ladies like.
Still cant figure out how to make a truly emotional ad that captivates.
I like the video too but they need music that really has some feel.
What would suit an American brand more then some good blues. Be it BB King to Billy Gibbons. The blues are well accepted globally and they are seen as true American music so what better to represent them.
The cheap bop stuff they used here or what ever it is sounds more like commercial music for a floor cleaner.
Reverend Willy G could give them some licks with real soul and attitude. He holds appeal to many ages and many taste and is know to all be it for his music or even his many appearances on the TV show Bones.
Might even invite him to bring his car Cadzilla with him.
http://www.amcarguide.com/custom/cadzzilla/
I can think of several 21st century Cadillac tv commercials that featured much better music (great commercials too).
2003 commercial “Breakthrough” featured the song “Rock and Roll” by Led Zeppelin.
2007 commercial called “Roll” had the song “Punkrocker” by Teddy Bears with Iggy Pop.
2009/10 multiple commercials for the then-new Gen 2 SRX, featuring the song “1901” by Phoenix.
2015 ATS commercial “Irresistible” featured the song “Come Up Man” by G. Love & Special Sauce.
That music’d be by Lizzo, from Mpls by way of Detroit.
Sounds like sampled James Brown she’s singing over, but – well, it’s different for Cadillac.
Maybe there’s an extended version on YouTube?
I actually really like this, I know without even looking at the TV that this is a Cadillac ad, and I think that’s the way it should be. It may not be the best music or the best idea as a whole, but its far cry better than what they’ve been putting out. Its definitely better than the one with the 3 women just sitting in the rain.
This is the best commercial from Dare Greatly . It gives the impression that you can customize the XT5 to fit your own style .
The music however………… not the best .
No long-form version on YouYube (yet, anyway).
Kind of a missed opportunity – there’s a 1:30 version of a promo for Project Runway/Lifetime channel from August, but no extended-cut XT5 …
Won’t buy a Cadillac with start-stop feature. Can’t buy XT5 without it. Otherwise, an interesting SUV / Crossover.
Bingo.
No car for me with stat dumb start-stop feature you can’t turn off.
Why not let the buyer decide if they want to use it.
No, GM decides to save a few pennies, and remove that button.
No start-stop system is fully seamless, and always gets worse the older the car gets.
And that to save 1 drop of gas per year.
Bye xt5!
Just as long as they don’t return to pinstriping along the body of the XT5.
My wife likes the XT5 after seeing it up close. It is a really beautiful wagon, not a common CUV as many of what the imports sell. She also saw this ad on TV, and liked it too, as it approaches the female method of purchasing.
As for those who criticize it and will not buy it, I say you do so because you cannot afford it (“sour grapes” syndrome).
What would be really amazing is if the dealer was able to make those changes; wood trim color, dash metal trim, etc. and really personalize your car. A Bentley type purchase experience for less…that would resonate with luxury buyers and be something the German’s don’t do. I would love the opportunity to replace the wood trim of my CT6 with a lighter, deep grained, low luster alternative.
XT5 is a great vehicle, more ads telling the public how wonderful it is, is needed.
Now that I think of it, if Cadillac’s discovered that playing into Dare Greatly is limiting, and hasn’t been developed into a brand asset – well, it makes me wonder what the life expectancy of Dare Greatly is …
Uwe and Melody are gone – don’t know how much Johan’s invested in DGr, but if it restricts Cadillac – well, at the very least, it’s a bit of a non-sequitir at the end of this XT5 advert.
Time will tell – but Dare Greatly doesn’t seem to be doing the brand any favors right now.
Melody Lee is still w/ Cadillac running the “Book By Cadillac” program.
The distorted side view at 16 seconds is curiouser than the music.