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Cadillac drives into Academy Awards with new ads

Michael Wayland
The Detroit News

Cadillac used the 88th Academy Awards to launch the next chapter of its “Dare Greatly” ad campaign featuring the CT6 flagship sedan and XT5 crossover.

The General Motors Co. luxury brand aired four new “Don’t You Dare” ads during the Sunday night broadcast of the prestigious awards, including two 60-second brand spots that featured nine entrepreneurs pursuing their passions and achieving success despite obstacles and hardships.

Overall, Cadillac aired five-and-a-half minutes of ads during the broadcast, including a pre-show spot for the Escalade SUV that had previously aired for the “Dare Greatly” campaign. This is the second year Cadillac has been the exclusive automotive sponsor with the Oscars. Last year the brand surprised viewers by giving a sneak peek of the CT6.

Cadillac also published in-depth profiles of the nine innovators on its YouTube page as well as DareGreatly.com. They include Easton LaChapelle, a 19-year-old who developed a prosthetic limb that can be operated with the mind; Christopher Gray, a 21-year-old Drexel student who is helping thousands of young adults attend college for free with scholarship guidance; and Laura Deming, a 22-year-old MIT student accepted at age 14 who is working to find therapies that extend the human health span.

The CT6 and XT5 are both expected to arrive in dealerships in the next month or so, according to a Cadillac spokesman.

The CT6 starts at about $54,000 for a base model with a 2.0-liter turbo engine, to more than $65,000 for a 3.0-liter twin-turbo V6 luxury model.

The XT5 is the first of Cadillac’s crossovers under a new naming system that uses the letters XT and a number for size of the vehicle. It replaces the Cadillac SRX crossover. It is expected to arrive in showrooms starting at about $40,000 in April.


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