Cadillac Will Run Up To Six Commercials During the Academy Awards
It’s been nearly one year since Cadillac shared the “Dare Greatly” commercials during the 2015 Academy Awards, and the luxury auto brand is reportedly prepping for an encore.
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Automotive News reports that Cadillac could run as many as six commercials during the Academy Awards on February 28th. The commercials will showcase the new CT6 flagship sedan, XT5 midsize crossover, and the SRX luxury crossover. The XT5 will replace the SRX in Cadillac’s lineup this spring.
The new commercials reportedly will focus more on the actual cars, unlike previous “Dare Greatly” ads. Cadillac’s new ads “will be arresting and get people’s attention, but it will not be a huge detour. It will be very consistent, but will take Dare Greatly in a new direction.” said Kurt Ghering, Cadillac’s director of launch and life-cycle marketing.
The CT6 sedan will be featured in its own 60-second commercial and Cadillac will also be releasing another commercial promoting the entire brand. In addition, the outgoing SRX will be included in one of those six commercials.
“We’ll try to get the message across that the reason for the CT6 to exist against the very well-established and excellent German large-sedan competitors is that it is the only one that keeps the driving dynamics of a smaller car and the luxury and comfort of a bigger one,” Uwe Ellinghaus, Cadillac marketing chief, told Automotive News (subscription required).
There will also be “a fleet of Cadillacs” at the upcoming awards, which will be used to transport celebrities to and from the show, according to Cadillac President Johan de Nysschen.
Want More Details About The CT6? Check out this overview of the new sedan
Video: 2016 Cadillac Escalade Commercial
News Source: Automotive News (subscription required)