As the spot’s voice-over puts so simply, “We are a nation divided.” Archival footage rolls, moving from glimpses of civil-rights demonstrations to moments of human togetherness. Imagery of Cadillacs appearing in the fabric of American history blend into moments of optimism and the American spirit at its best. The work is a powerful reminder that we, as Americans, are always greater if we only dare to carry each other forward.
The spots generated a flurry of national and advertising trade press coverage including a New York Times piece on the campaign and coverage in Adweek (“Cadillac’s Lovely Oscars Ad Offers Message of Unity for a ‘Nation Divided’”) and Forbes (“Watch Three Oscars Commercials that Will Make You Think Outside the Box”).
“Carry” is one of four ads in the brand’s latest “Only Those Who Dare Drive the World Forward” campaign for the Dare Greatly platform. The campaign employed the Publicis Groupe Power of One approach, tapping Publicis New York and Rokkan. The multiplatform campaign was also supported by digital, experiential and the microsite DareGreatly.com/forward.