The new commercial will feature director and Oscar-winning actress Regina King and will tell the “story of success achieved through boundary-pushing strength and determination,” Cadillac says. The brand’s Oscars ad campaign will also include two other complimentary spots entitled “No Barriers” and “Finish Line,” which will highlight Cadillac’s current vehicle lineup “while celebrating the grit of those who make their own way to success.”
“Cadillac has always represented success… there’s a swagger, a sexiness, to the vehicles,” King said. “There’s also a realness and a sense of ambition that I identify with. Through sheer perseverance, I’ve found my way through doors some never thought possible. There’s a real connection for me with Cadillac, and that is why I wanted to get involved.”
“Cadillac is inspired by those who have a passion for what’s next,” added Cadillac chief marketing officer, Melissa Grady. “They make their way by going through obstacles, not around them. Such unwavering self-determination pushes them to succeed and inspires others to do the same. That’s the heart of ‘Make Your Way’ and the soul of Cadillac.”
This will be the seventh consecutive year that Cadillac has chosen to be part of the Academy Awards ceremony and use the event as a major marketing platform. The Oscars is second only to the Super Bowl in global TV viewership, making it the ideal platform for the brand to promote its latest offerings, like the new Escalade.
Cadillac also hired acclaimed Hollywood filmmaker Spike Lee to help promote the new Escalade and debut the vehicle in Beverly Hills. Lee put together a short film featuring the vehicle called “Anthem,” which was shown during the debut event.
Keep an eye out for Cadillac’s three ads during ABC’s coverage of the 92nd Oscars this Sunday.