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Rokkan Advertising Cadillac

Cadillac unveils new compact SUV and hands-free driving tech in Academy Awards spots


By Kyle O'Brien, Creative Works Editor

March 4, 2018 | 4 min read

Cadillac is looking for its own version of gold this Oscars season by airing three television spots during the Academy Awards telecast, showcasing its future with two models, the Super CruiseTM and the first-ever XT4 SUV.

Cadillac XT4

Cadillac features its XT4 on Oscars night

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.

“Cadillac is proud to be a part of the Academy Awards, one of the most iconic platforms that reaches audiences across the globe,” said Cadillac director of marketing, Renée Rauchut. “Having been featured in more than 10,000 films and television shows, Cadillac has always played a significant role in the arts. The Oscars is a natural fit for the brand and the perfect stage to reveal our exhilarating new creative, including a preview of the first-ever Cadillac XT4 and a look at our industry-leading Super Cruise technology. We’re excited to show the world what the future holds for Cadillac.”

The first spot to air Oscar night will be a 60-second anthemic brand spot, ‘Future Is Here,’ by Rokkan, 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.

“Of all the work Rokkan has brought to the Oscars with Cadillac, ‘Future is Here’ is by far the most intense and fast-paced,” said John Noe, Rokkan chief executive officer. “Because, like Cadillac’s momentum, there is no sign of slowing down.”

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.”

Cadillac also hosted its third annual Oscars week soiree on March 1 at Chateau Marmont in West Hollywood, a star-studded event that brought together top industry insiders and talent, including current and past Oscar nominees, to celebrate the start of the awards weekend. It is also using a fleet of Cadillac Escalade and CT6 Plug-in vehicles to chauffeur guests to the awards show and other Oscars events, and the brand is the official automotive sponsor of the American Black Film Festival Honors.

See the spots by clicking on the Creative Works box below.

Cadillac: advert-top-1 by Rokkan

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