“We’ve had the privilege to carry a century of humanity. But maybe what we carry isn’t just people, it’s an idea: that while we’re not the same, we can be one. All it takes is the willingness to dare” – is the message conveyed in one of the latest commercials released by Cadillac for this year’s Oscars, broadcast on ABC.
The 60-second spot titled “Carry” starts with archival footage of a civil rights demonstration from the ’60 and with the voiceover saying “We are a nation divided”. “That’s what they tell us, right? This chasm between us. But what they don’t tell you, what doesn’t make the news, is this: we carry each other forward (on the screen viewers can see images of two sportswomen carrying a third one out of the field, of two soldiers carrying a third one, who’s wounded, of a rescuer saving a person from a flooded area after the Hurricane Katrina), no matter who we are, or what we believe, or where we come from. We’ve had the privilege to carry a century of humanity. Lovers, fighters, leaders. But maybe what we carry isn’t just people, it’s an idea: that while we’re not the same, we can be one (viewers can see a mix of archival footage and recent videos, including a soldier returning from battle in Afghanistan and hugging his family, a man holding a poster with the message “You belong. Stay strong. Be blessed.
We are America”). And all it takes is the willingness to dare”, says the voiceover before the company’s advertising slogan, “Dare Greatly”, appears on the screen.
This is not the only ad launched by the General Motors’ Cadillac division for the Oscars night, which is, after Super Bowl, the biggest TV showcase of the year. There are also others, highlighting that Cadillac’s story “is just getting started”.