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After last year’s overtly political spot, Cadillac is taking a light-hearted approach to this year’s Academy Awards spots, showing off its hottest vehicles and features.
Three spots will break Sunday during the Oscars, the fifth year the luxury brand has bought into what is essentially the Super Bowl of entertainment. Cadillac is “the official automotive partner and vehicle provider of the Academy of Motion Pictures Arts and Sciences for the 90th Oscars.”
The spots, which include some high-profile and likely expensive music, include the first glimpse of the brands new SUV, the XT4, which will be revealed March 27 at a press event connected to the New York International Auto Show.
“Future Is Here” is a 60-second anthem spot showing Cadillac’s endless pursuit of innovation 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 Super Cruise, XT4, BOOK by Cadillac and other offerings
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“Future Cars” is a 30-second pot featuring iconic “futuristic” car footage from notable films and television like “The Jetsons.” It shows off the Super Cruise hands-free driving technology for the freeway that debuted in the Cadillac CT6 at the end of last year.
“2019 Cadillac XT4” is a 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 that will be revealed in NYC.
Cadillac will support the creative and Oscars campaign via social, such as through Facebook Ads and as one of the first brands to utilize Instagram Stories new carousel format.
Notably, the three spots are from Leo Burnett’s Rokkan, which the brand is shifting more of its work toward in lieu of agency of record Publicis Worldwide. A Cadillac spokesperson says “Publicis is still considered AOR” although the agency has not created many spots for the brand since the one aforementioned political-tinged spot for last year’s Oscars, “Carry.” Rokkan created three additional spots for last year’s show.
“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,” said Cadillac Director of Marketing Renée Rauchut in a release.
The brand is still a CMO as Uwe Ellinghaus left at the end of last year. A spokesperson says there is no update to the search for his replacement.
The brand hosted its third annual Oscars week soiree on March 1 at Chateau Marmont in West Hollywood, California. Additionally, throughout the week, a fleet of Cadillac Escalade and CT6 plug-in electric vehicles will chauffeur guests to the awards show and other Oscars events.
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March 2, 2018 at 08:59AM
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