DETROIT — The new "Don't You Dare" campaign for the 2016 Cadillac CT6 sedan and 2017 Cadillac XT5 SUV, which kicked off on Sunday's Academy Awards show, helps to recast the brand with its celebration of young innovators and their achievements.
Coming to Cadillac dealerships in March, the flagship CT6 targets competitors like the Audi A8, Mercedes-Benz S-Class and Porsche Panamera, while the XT5, arriving in April, competes against such models as the Audi Q5, BMW X5 and Lexus RX 350.
Cadillac is hoping to draw younger buyers to Cadillac showrooms with its new products and advertising blitz.
One of the new 60-second spots tells the story of such talented young people as 21-year-old college admissions reformer Christopher Gray; 19-year-old Easton LaChapelle, who developed a prosthetic limb that can be operated with the mind; and Laura Deming, a 22-year-old MIT student working to extend the human health span.
The ad ends with the tag line, "Only those who dare drive the world forward," along with a discreet shot of the 2016 CT6.
The CT6 is explored more fully in another 60-second commercial, in which it is seen driving through rain-drenched city streets as pedestrians, bicyclists and other cars move in reverse, emphasizing the forward direction of Cadillac's new full-size sedan.
The 2017 Cadillac XT5 crossover is introduced in a 30-second commercial that showcases its versatility in hauling cargo and underscores its appeal to a group of Millennials, a slightly older demographic than the first ad, but still younger than the stereotypical Cadillac buyer of the past.
The ads extend the "Dare Greatly" campaign that Cadillac ran during last year's Oscar broadcast.
The ads can be seen on Cadillac's new digital lifestyle content hub, DareGreatly.com, along with additional interviews and information about the protagonists.
Edmunds says: Cadillac is remaking its brand image with new products like the 2016 CT6 and 2017 XT5, and with innovative advertising like the "Don't You Dare" campaign.