Cadillac showcases, in a new ad, set to debut during the Oscars, on February 24th, its 2019 line-up of crossovers and SUVs, introducing a new tagline, “Rise Above”.
The 60-second spot, set to Childish Gambino’s “Me and Your Mama,” features several different characters, such as a singer ready to perform in front of an audience, an award-winning actress during an Awards show, a female boxer, and two girl friends on important moments of their lives, who all have something in common: they are Cadillac drivers. The entire lineup of Cadillac utility vehicles is shown at the end of the video, as the voiceover says “May the road rise up to meet you. May the wind be at your back. Rise Above. In uncompromising Cadillac SUVs”.
The commercial, part of the automaker’s brand new “Rise Above” campaign, from agency Rokkan, is complemented by other three ads that each showcase the XT5 midsize crossover, the XT4 compact crossover and the Escalade full-size SUV.
Cadillac is, also this year, for the sixth year, the exclusive automotive partner of and vehicle provider for the Academy of Motion Picture Arts and Sciences, which hosts the 91st Oscars.
Cadillac has also teamed with artists and Oscar nominees including Yalitza Aparicio, who will share their #KeepRising stories throughout Sunday and during the Oscars telecast. In addition, a fleet of Cadillac CT6 sedans and Escalades will chauffeur guests, throughout the weekend, to the awards show and other Oscars events.
Cadillac CMO Deborah Wahl said, in a press statament, of Childish Gambino that he “is at the forefront of cultural conversation with his unconventional work and innovative spirit” and that he “possesses the same sense of imagination and creativity that Cadillac stands for as a brand”.