In February of 2015, Cadillac shared a glimpse of the then never- before-seen CT6 sedan during the Academy Awards with the debut of its global campaign, “Dare Greatly.” Now, during the 2018 Academy Awards telecast, Cadillac will preview the first-ever XT4 with the theme “Never Stop Daring.”
Cadillac will air three television spots during the Academy Awards telecast, showcasing Super Cruise and the XT4 (available in the fall) in addition to hosting its annual pre-Oscars celebration. Cadillac is returning as the official automotive partner and vehicle provider of the Academy of Motion Pictures Arts and Sciences for the 90th Oscars, marking its fifth consecutive year.
The brand will run three television spots on Oscars night that focus on performance, technology and the future of Cadillac vehicles. The spots (created with the brand’s agency, Rokkan) include the first glimpse of the highly anticipated, all-new Cadillac XT4 SUV, which will be revealed in New York later this month.
“Cadillac is proud to be a part of the Academy Awards, one of the most iconic platforms that reaches audiences across the globe,” stated Cadillac Director of Marketing Renée Rauchut.
“Having been featured in more than 10,000 films and television shows, Cadillac has always played a significant role in the arts. The Oscars is a natural fit for the brand and the perfect stage to reveal our exhilarating new creative, including a preview of the first-ever Cadillac XT4 and a look at our industry-leading Super Cruise technology. We’re excited to show the world what the future holds for Cadillac.”
“Future Is Here”
Cadillac will kick off the evening with a 60-second anthemic brand spot, “Future Is Here,” showing Cadillac’s endless pursuit of innovation—including “hands-free” self-driving—and its ever-growing portfolio.
An evolution of Cadillac’s “Dare Greatly” platform first revealed during the Oscars in 2015, the spot brings to life the brand’s bold and pioneering spirit, as evidenced in its groundbreaking offerings including Super Cruise (hands-free self-driving), XT4 and the luxury subscription service BOOK by Cadillac.
In its second Academy Awards spot, “Future Cars,” Cadillac showcases Super Cruise, the first true hands-free driving technology for the freeway that debuted in the CT6 at the end of last year. Playing into the evening’s cinematic theme, the 30-second spot features Portugal. The Man’s Feel It Still as a soundtrack and iconic “futuristic” car footage from notable films and television, proving that with Super Cruise, our dreams of what cars could be is now a reality.
On a night celebrating last year’s successes, Cadillac, in its final television spot, will give viewers an exciting glimpse at the brand’s future. The 30-second upbeat ad set to Bruno Mars’ Uptown Funk gives a sneak peek at the highly anticipated Cadillac XT4, the brand’s first-ever entrant into the premium compact SUV segment, which will be revealed at Cadillac House on March 27, 2018, ahead of the New York International Auto Show in New York City.
Academy Awards Activation
The brand hosted its third annual Oscars week soiree on March 1 at Chateau Marmont in West Hollywood, California. Cadillac has become known for its exclusive, star-studded event that brings together top industry insiders and talent, including current and past Oscar nominees, to celebrate the start of the awards weekend.
Additionally, throughout the week, a fleet of stunning Cadillac Escalade and CT6 PLUG-IN vehicles will chauffeur guests to the awards show and other Oscars events.
Further showcasing the brand’s commitment to the entertainment industry, earlier this week Cadillac continued its support of the entertainment industry and its diverse storytellers as the official automotive sponsor of the American Black Film Festival Honors, held at the Beverly Hilton Hotel. The brand will once again have a presence at the 22nd annual American Black Film Festival, which takes place in Miami in June.
The 90th Academy Awards will air live on Sunday, March 4 (8 p.m. ET/5 p.m. PT) on ABC from the Dolby Theater at the Hollywood & Highland Center in Los Angeles.