'Carry' focuses poignant moments of compassion and understanding throughout history and emphasises that, despite the political unrest in the US, people will persevere and continue to help one another.
The 60-second spot pushes the message “While we’re not the same, we can be one" and features flashes of military veterans, political movements and iconic figures from the past such as Marilyn Monroe and Muhammad Ali.
“There’s quite a bit of soul searching going on in the nation right now, and the creative community, in particular, is experiencing it at an intense level,” said Melody Lee, director of brand marketing at Cadillac. “It was important for us, as a brand, to try to make a statement, not politically and not necessarily socially, but to remind the country that we’re at our best when we come together.”
The ad has been created by Publicis agency Rokkan and will be accompanied by three others from the agency which will continue Cadillac's wider 'Dare Greatly' theme, focusing on design and technology.
The car manufacture launched the Dare Greatly campaign in 2015 in an effort to appeal to younger drivers by positioning it as a more as entrepreneurial, fashion-forward and art-focused brand.