The brand will air four ads, which were posted on YouTube on Thursday night, during the 91st Academy Awards that focus on the brand’s crossovers and SUVs, which Wahl has referred to as the “Cadillac SUV family.”
” ‘Rise’ gives life to the spirit of perseverance that has always been part of Cadillac,” Wahl said in a statement.
A 60-second launch ad, titled “Rise Above,” is more artistic than much of Cadillac’s advertising in the last year. It features the entire lineup of Cadillac utility vehicles.
The three supporting ads — “Take the Stage,” “Take Flight” and “Make Your Escape” — separately focus on the Escalade full-size SUV, XT5 midsize crossover and XT4 compact crossover.
All spots are set to rapper Childish Gambino’s “Me and Your Mama” and end with a collective shot of the full Cadillac utility family. They also reimagine and highlight the Cadillac crest, showcasing its horizontal blue lines to form a staircase shape, which the company says “represents the brand’s upward determination and drive to succeed.”
This is the sixth 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.
Cadillac’s partnership with the Oscars also includes on-site red carpet presence, preshow broadcast integration and other digital and social components.
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