Publicis Launches ‘Dare Greatly’ for Cadillac

By Erik Oster 

Publicis is launching its first campaign for Cadillac, following winning the account in December, with a 90-second spot entitled “Dare Greatly.”

The spot quotes a passage from Theodore Roosevelt‘s “Citizenship in a Republic” speech, delivered by a female narrator over slow-motion footage of New York City (Cadillac announced it is moving its global headquarters from Detroit to New York back in September). “Dare Greatly” marks a stark departure from the brand’s previous advertising, worlds away from the dreadfully xenophobic, willfully ignorant “Poolside” spot Rogue delivered last year before losing the account. In a surprising move (which we’re sure our readers will have a thing or two to say about), the ad doesn’t even show a Cadillac, instead relying on Roosevelt’s words to define the brand’s values. The spot, which will be cut into 30 and 60-second versions for its appearance during the Academy Awards, breaks a large campaign for the brand. According to Adweek, two other spots for Cadillac will also run during the program, “at least one of which shows a car.”

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