Publicis North America and Publicis London have unveiled the first new creative campaign for Cadillac after Publicis Worldwide was named AOR for the car company in June of 2014. The teaser for the “Dare Greatly” campaign uses text from one of President Theodore Roosevelt’s most famous speeches, commonly known as “The Man in the Arena,” layered over shots of New York City streets — a nod to Cadillac’s new SoHo headquarters. The spot follows a series of unbranded outdoor ads in several major cities teasing quotes from the speech, leading up to a series of spots during the Academy Awards telecast Sunday night.
The teasers have already garnered much media attention in the advertising industry and beyond. Publications that have featured coverage of the campaign include:
Tune in to the 87th Academy Awards Sunday night on ABC at 7pm ET to see the new spots live.