Agency: Rokkan
Client: Cadillac
Date: Mar 2018
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For the fifth consecutive year, Cadillac returns as the official automotive partner and vehicle provider of the Academy of Motion Pictures Arts and Sciences for the 90th Oscars. The brand’s three spots on Oscars night focus on performance, technology and the future of Cadillac vehicles. The ads include the first glimpse of the Cadillac XT4 SUV, which will be revealed in New York later this month.

The first spot is a 60-second anthemic brand spot, ‘Future Is Here,’ showing Cadillac’s view towards the future, featuring its own hands-free driving technology. An evolution of the car maker’s ‘Dare Greatly’ platform first revealed during the Oscars in 2015, the spot is meant to show Cadillac’s bold and pioneering spirit, as evidenced in its Super Cruise, XT4 and the luxury subscription service Book by Cadillac.

In the second spot, ‘Future Cars,’ the Super Cruise is again featured with the first true hands-free driving technology for the freeway that debuted in the CT6 at the end of last year. Playing into the evening’s cinematic theme, the 30-second spot looks back at innovation both fictional and real, like the Jetsons car and the Mach 5 from Speed Racer, along with its own cars.

In its third television spot, Mark Ronson and Bruno Mars’ ‘Uptown Funk’ lays a beat for the Cadillac XT4, the brand’s first-ever entrant into the premium compact SUV segment, which will be revealed at Cadillac House on March 27, 2018, ahead of the New York International Auto Show in New York City. All three spots are tagged with ‘Dare Greatly.”


Agency: Rokkan

Client: Cadillac