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.