Cadillac’s Dare Greatly Campaign

Cadillac’s Dare Greatly Campaign took my breath away the moment I saw it, and as someone who spends many hundreds of hours analyzing advertising, I assure you that doesn’t happen often. This campaign is all about image. This luxury brand knows it’s a trendsetter, an incredibly difficult position to maintain, and they took a step forward with their Dare Greatly campaign by suggesting that success lies in the hands of those who take risks.

This campaign is all about image. This luxury brand knows it’s a trendsetter, an incredibly difficult position to maintain, and they took a step forward with their Dare Greatly campaign by suggesting that success lies in the hands of those who take risks.Cadillac’s commercials highlight iconoclasts such as Steve Wozniak, Anne Wojcicki, Jason Wu and Richard Linklater reminiscing about excellence as a Cadillac prowls the streets of Manhattan through a haze of fog and impeccably dressed business people with nothing but a few lines across the page about the value of risk and the Cadillac shield.

Cadillac’s commercials highlight iconoclasts such as Steve Wozniak, Anne Wojcicki, Jason Wu and Richard Linklater reminiscing about excellence as a Cadillac prowls the streets of Manhattan through a haze of fog and impeccably dressed business people with nothing but a few lines across the page about the value of risk and the Cadillac shield.

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The Imagery:

The imagery is beautiful. Highly stylized images of sedans showing the cars as the most fashionable visitor to an already fashionable cityscape.The Message:

The Message:

Most of the people who can afford this level of luxury – investors, business owners, artists, innovators – have taken some amount of great risk to get to where they are, and this campaign suggests that the reward for such great risk is…a Cadillac.The Affect:

The Affect:

What is so great about this message is that many people won’t realize that risk is something that this particular class of people is proud of. They equate starting a business to diving with sharks or bungee jumping. This is a group of people who refuse to stay home on the weekends. And Cadillac is saying that only the bold drive Cadillac.

There are so many tools online that it’s easy to forget that good marketing always comes back to a strong message that resonates with our audience. No amount of technology can strum the heartstrings of your audience for you, your message has to do that.Are you looking for help building a stronger message to reach more people? If so, contact me today.

Are you looking for help building a stronger message to reach more people? If so, contact me today.

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