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Cadillac Sponsors the Academy Awards for a Sixth Consecutive Year

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Cadillac's sponsorship of the 91st Academy Awards incorporated a series of advertisements, social media initiatives, and even a presence on the red carpet

Cadillac made quite the splash on the red carpet
Photo: Cadillac

Last night, Hollywood’s most elite denizens gathered for the 91st Academy Awards. An event this opulent requires an automotive sponsor that is equally as luxurious.

That is why for the sixth consecutive year, Cadillac served as a sponsor for the Academy Awards.


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Cadillac’s sponsorship included a series of advertisements that were broadcast during the awards show.  The campaign in question was entitled “Rise,” and it focused on the brand’s SUV portfolio.

Four separate television spots premiered during the Academy Awards. This includes a 60-second commercial named “Rise Above.”

Cadillac’s SUV lineup had a starring role during its latest string of advertisments
Photo: Cadillac

The new ad shows various people rising to the occasion and features Grammy Award-winning artist Childish Gambino’s song “Me and Your Mama.” It also showcases the capability and style of Cadillac’s various SUVs.

That ad can be viewed below:

Cadillac’s “Rise” campaign extends beyond commercials, though. Cadillac also had a presence on the red carpet.

During the Academy Awards pre-show, Cadillac set up a series of illuminated blue steps for the designated interview stage. These blue steps represent those found on Cadillac’s crest, which symbolize valor and perseverance.

Additionally, Cadillac realizes that much of today’s most important interactions happen online. Thus, the automotive brand shared inspiring stories over social media during the telecast.


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“‘Rise’ gives life to the spirit of perseverance that has always been part of Cadillac,” said Deborah Wahl, chief marketing officer of Cadillac. “The new Crest treatment illustrates the brand’s determination and will to succeed — the same traits possessed by those winners who ascend the staircase to the stage at the Oscars. It’s the perfect platform to showcase our aspirational Cadillac SUV lineup.”

Green Book may have taken home the Oscar for Best Picture last night, but Cadillac surely walked away with a marketing victory of its very own. Due to the strong relationship Cadillac and the Academy Awards share, audiences can expect to see more of the brand during next year’s telecast.