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I'm not sure Cadillac's "Dare Greatly" spot—ushering in a big new campaign that will break Sunday on the Oscars—will ever win any awards. But the commercial, among the automaker's first efforts from Publicis, is distinctive and represents a shift from Caddy's approach a year ago.
A passage from Theodore Roosevelt's 1910 "Citizenship in a Republic" speech—delivered by a female narrator—washes dreamily over slow-motion images of Manhattan streets. (Cadillac, of course, is moving its global headquarters from Detroit to New York City.)
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