Cadillac ad campaign kicks off with Academy Awards telecast

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Cadillac skipped the Super Bowl, saving its big play for the 91st Oscars tonight. America’s luxury brand has a presence planned for nearly every medium, from television to Twitter to stairstep stories tied into the new commercial . Speaking of which, that is called “Rise,” and lauds the “now-complete SUV portfolio” as well as Cadillac’s determination to get back to the top.

Four new spots will debut: “Rise Above,” celebrating the XT6 and the rest of the new range, “Take the Stage,” focused on the Escalade, “Make Your Escape,” all about the XT4, “Take Flight,” for the XT5. The first commercial will be 60 seconds, while the other three are 30-second spots. chose Childish Gambino’s song “Me and Your Mama” for the campaign soundtrack — it works a lot better than you might guess based on the track name.

Beyond that, the Cadillac logo will grace the red carpet, the first time any commercial logo has made a home on the walk of honor. The stairs will be decorated with blue horizontals, inspired by the stair-like pattern of blue in the Cadillac crest. The blue in the carmaker’s logo is said to represent “knightly valor” — which, yes, is totally made up, but Cadillac made it up a long time ago, not for this campaign. The real point is that two celebrities in attendance will stand on the steps and present their own stories of rising up.

You can check out all the commercials here, watch them unveiled in real time during the Oscars telecast, keep up with what your eleventy hundred Twitter friends think by checking out the hashtag #KeepRising, and finish it off with some time on the Keep Rising microsite.



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