The 2016 Cadillac CTS-V, For Those Who Dare Greatly: Ad Break
by GM Authority Staff
We're seeing a common theme in Cadillac's recent series of ads in that they speak to those who identify as contrarians, those who seize opportunity, and those who dare greatly. The latter has served as the brand's motto since February 2015, as Cadillac Dares Greatly by initiating a rebirth of not only its vehicles and its image, but also of itself as a whole. And this new ad by Cadillac Europe for the 2016 CTS-V is no exception.
Shown driving on various roads in Europe from the exterior and interior, the one minute, twenty second-long spot shows off the car in the best of ways to the glorious sound of the supercharged 6.2L V8 LT4, a sinister melody, and a narration that delivers the Dare Greatly messages, based on Theodore Roosevelt's 'Citizenship In A Republic' Speech:
It is not the critic who counts. Not the man who points out how the strong man stumbles, or whether the doer of deeds could have done them better. The credit belongs to the man that is actually in the arena, whose face is marred by dust, and sweat, and blood.
A car is not desirable in any situation. The credit belongs to the man who strives valiantly. If you would hit the mark, you must aim a little above. Credit the man who dares greatly, for his place shall never be with those cold and timid souls who know neither victory or defeat.
The ad also features a middle-aged man (we've seen him before) — the driver of the CTS-V — with somewhat of a dual nature: on one hand, he is (what appears to be) a man of refinement and elegance; on the other, he's an athlete, shown running, sprinting, and playing golf. This duality appears to be a symbol for the dual nature of the CTS-V: it's refined and luxurious, but it's also highly athletic and capable. See more on that in our CTS-V first drive review.
The GM Authority Take
Previously, GM Authority readers have (aptly) pointed out that most Cadillac commercials left a lot to be desired, since they didn't present the car, its looks, or its features in the best possible way. But this spot is completely different. In fact, it makes us want to buy the new CTS-V. Isn't that the whole point?
All in all, we are huge fans of this ad and everything about it — the exterior and interior shots, the engine and exhaust notes, the narration, and the acting… we love all of it.
So, what do you think of the spot? Talk to us in the comments.
— GM Authority Staff
The GM Authority staff is comprised of columnists, interns, and other reporters who provide coverage of the latest General Motors news.
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I get that the target buyer for this car is older men, but isn't this commercial a bit sexist?
Silent Electrician says:
How in the world is it sexist?
Grawdaddy says:
I saw a tree in the background 0:57 that was saying something sexist…if that's what you're getting at.
If it's the V.O. script, then take it in the context of when it was written, and then simply mentally substitute man with woman as you read it. The gist of the meaning behind the speech could easily apply to the quality of anyone's personal character beyond the limits of gender.
https://en.wikipedia.org/wiki/Citizenship_in_a_Republic
opc says:
older- younger-younger- older peoples cars wtf game is that . this so funny . older-younger peoples cars and grilles-grilles -grilles. repeat repeat repeat. get over
This is a very good ad. Intelligent, good shots of the car going through it's paces, It only lacks a good tag line for the viewer to take with them like the Ultimate Driving Machine.
I would like to see Cadillac move from Dare Greatly to a catch phrase that will be good for years to come. To me Dare Greatly is a Set Up for better things to come.
Dan this spot is targeted to the segment that buys a car like this. I would be guessing I many be on the low side to say sports sedans like the V are purchased 80% of the time by males in the 45-70 years age bracket.
Dan the political correctness has gotten many in trouble over the years due to not targeting the right people be it consumers or terrorist. The Amish also got left out there but then again how many V series sales should we expect there.
When you have a specific targeted product you market it to those who buy that product. I would expect the XT5 will be targeted at middle age professional women with families. They are the ones who bought the most SRX and other models in this segment.
If you want a Horse to run you spur it not reason with it.
Mayfair says:
Pretty lame. Doesn't say anything about the car. Why should someone buy this?
That is what the web is for.
Today TV marketing leads you to the product as you can tell them much more on line than in some cheesy 60 second clip.
People who buy cars like this do not need 0-60 times in a commercial Just a reason to consider it and do the research. Most are educated in this price range to the point they do not buy by impulse.
You look at most advertising in this segment and most sell image and what the car projects on you. Then they lead you to the dealer or web site to learn.
Benz did have a good spot that sold Sex, Safety, Image, History and engineering all in 60 seconds. It was a really good spot but very difficult to pull off.
is this cadillac's superbowl commerical? if so I think its good
Unfortunately, it seems to be a European-only affair. For now.
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