For the sixth straight year, Cadillac will be the exclusive automotive partner of and vehicle provider for the Academy of Motion Picture Arts and Sciences, which hosts the 91st Oscars. The brand will debut an all-new integrated campaign — the first for its now-complete SUV portfolio — titled 'Rise.'
The campaign features four new television spots and will be brought to life through an on-site red carpet presence and preshow broadcast integration. The campaign also includes partnerships with leading talent, Oscar nominees and Hollywood storytellers, including Yalitza Aparicio of the Oscar-nominated Roma, and more, as well as innovative digital and social components.
The campaign reimagines the Cadillac Crest, highlighting its horizontal blue lines to form a staircase shape that represents the brand’s upward determination and drive to succeed.
During the Academy Awards telecast, Cadillac will air a new 60-second brand commercial, 'Rise Above.' The spot connects the theme of perseverance with the act of physically “rising up” into Cadillac’s complete SUV portfolio as both an enabler and a reward. Featuring footage of the new Cadillac XT6 in action, 'Rise Above' will also air during the telecast and the preshow in 30-second versions. The brand will also air three 30-second spots featuring the Escalade, XT4 and XT5. All spots are set to Childish Gambino’s Me and Your Mama”and end with a collective shot of the full Cadillac SUV family and new iconography featuring the blue steps from the Crest.