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Cadillac Advertises 2015 SRX in New “Dare Greatly” Spot

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2015 Cadillac SRX

Cadillac’s “Dare Greatly” campaign is…well, it’s something. Honestly, we’re not entirely sure what think-tank thought that it would be a great way to shill Cadillac’s vehicles by almost completely avoiding showing them, but they certainly came up with that idea. Then they were all like, “You know what sells luxury vehicles? Teddy Roosevelt speeches.”

At the very least, the latest spot in the campaign—and the first to hit the airwaves since the Academy Awards—manages to reserve a fair amount of camera time for the 2015 Cadillac SRX.

And even then? This is basically the original “Dare Greatly” ad, only chopped up to include static shots of a black SRX just sitting there and looking pretty. And an Andrew Carnegie quote.

And that’s it.

At least this wasn’t that terrible Bowie ad. Or the terrible poolside ad. Basically, this is a passable spot by Cadillac standards because it’s not objectively

Cadillac will be successor to the SRX—the XT5—sometime toward the end of the year. So there’s that at least. In the meantime, expect Cadillac to ramp up its efforts to purge inventory as the SRX drives off into the sunset.