US: Cadillac getting ready for the glamorous Oscar night [video] image

The luxury US brand will showcase its latest advertising strategy during the Oscars broadcast this Sunday with a contemplative commercial that references a Teddy Roosevelt speech – with hints it might swing in the direction of the great Super Bowl commercials that Chrysler aired over the past few years.

With the tag line “Dare Greatly” the premium brand seems ready to reinvent itself and the automaker has already posted on YouTube this week a commercial that has nothing to do with Cadillac vehicle – it mostly brings together usually black-and-white snippets of New York street scenes and the whole voiceover is taken directly from a speech given by Roosevelt in Paris in 1910. “It is not the critic who counts. Not the man who points out how the strong man stumbles,” the voiceover comments. “The credit belongs to the man who is actually in the arena, whose face is marred by dust and sweat and blood.” According to a Cadillac spokesperson, the scar night will bring two longer commercials that would also feature the brand’s models.

Penned by advertising firm Publicis Worldwide, the two commercials and the teaser are the start of Cadillac marketing chief Uwe Ellinghaus’ “brand campaign about Cadillac’s point of view,” a feat that was lacking for years. Ellinghaus before coming to GM had top marketing positions at BMW and luxury pen maker Montblanc. The executive contends that it’s a very quick offering from Publicis, which was tapped to be the US automaker’s Cadillac top agency back in December. The brand was mesmerized by the agency’s success in “rejuvenating traditional luxury brands for a more contemporary appeal,” such as jewelry and watchmaker Cartier.

Via Automotive News Europe