Cadillac Will Be on the Red Carpet at the Oscars, and Here Are the New Commercials
The Cadillac crest is making an appearance on the red carpet-literally-during the 91st Oscars broadcast on February 24.
The GM brand is also debuting a series of four commercials at the Oscars featuring Cadillac's full SUV lineup of XT4, XT5, XT6, and Escalade.
The automaker is supplying a fleet of CT6 sedans and Escalade SUVs to chauffeur guests to the show and to related Oscar events.
If you plan to tune in to see whether Roma or Bohemian Rhapsody will win Best Picture at the 2019 Academy Awards, first you'll see the pre-ceremony ritual on the famed red carpet, in which stars are inevitably asked, "Who are you wearing?" This time, the red carpet itself can answer that question: It's going to be wearing Cadillac's crest as the General Motors brand kicks off a new ad campaign with a major sponsorship of the Oscars broadcast. The crest won't quite be embroidered into the carpet, Cadillac explains; instead, the blue lines of the crest will light up on steps of a specially constructed staircase.
Cadillac notes that this is the first time all the vehicles in Cadillac's crossover/SUV lineup have appeared together in an ad. The new "Rise Above"–themed commercials will include the XT4, the XT5, the XT6, and the Escalade (pictured above). Childish Gambino's "Me and Your Mama" will be the soundtrack for the commercials, and if you've never heard of him, you probably have something in common with much of the demographic of the Cadillac brand.
The horizontal blue lines (the blue "represents valor") in Cadillac's crest will be highlighted on illuminated steps, the automaker said, and celebrities (whom Cadillac did not name) will "share their #KeepRising stories from the blue-step stage" during the "Oscars Live on the Red Carpet" pre-show show. The step gimmick is intended to make the viewer think about Cadillac's "upward determination and drive to succeed."
Longtime Oscar watchers will not remember a previous time when the red carpet was used for a commercial, and that's because, as Cadillac points out, it has not happened before.
While we wait to see if this is a triumph or a cringeworthy moment, here's the new set of commercials to be shown at the Oscars.
Here's the 60-second commercial introducing the full campaign:
Here's the 30-second commercial for the 2019 XT4:
This is the 2019 XT5's 30-second commercial:
And this is the 30-second spot for the Escalade:
Here is the 15-second commercial in which all four appear:
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