GM Canada (Sunday, February 28, 2016)
Cadillac has revealed the next chapter of “Dare Greatly,” the brand’s rallying cry for reinvention, with four new commercials airing during the 88th Academy Awards. The powerful new directive, titled “Don’t You Dare,” reflects the brand’s evolution as it continues to expand, elevate, and innovate with new products.
The “Don’t You Dare” campaign features nine inspiring innovators pursuing their passions and achieving success despite obstacles and hardships. Some of the protagonists include Easton LaChapelle, a 19-year-old luminary who developed a prosthetic limb that can be operated with the mind. 21-year-old Drexel student, Christopher Gray, is helping thousands of young adults attend college for free with scholarship guidance. Laura Deming, a 22-year-old MIT student accepted at age 14, is working to find therapies that extend the human health span.
“’Don’t You Dare’ celebrates perseverance in the face of adversity. It is the physical embodiment of Dare Greatly, encouraging consumers to take action and never accept the status quo” says Uwe Ellinghaus, Cadillac Chief Marketing Officer. “Similarly, Cadillac’s direction this year is about materializing the aspirations and ambitions the brand set in motion in 2015.”
The “Don’t You Dare” narrative will extend into to the digital space with three 60-second “origin shorts” going in-depth on three spot’s protagonists and exploring how they are shattering the status-quo and pushing innovation forward in their respective communities. This content will live on Cadillac’s new digital lifestyle content hub, Dare-Greatly.ca, along with additional interviews and access to the protagonists.
2016 marks the beginning of Cadillac’s product expansion, as the brand introduces two all-new vehicles. Cadillac’s new flagship model, the CT6, will redefine the prestige sedan segment with advanced technology and design. The all-new XT5 will bring innovative engineering, craftsmanship and driving experience to the crossover segment. Both vehicles are featured in 30-second and 60-second commercials airing during the Oscars telecast.