Is Cadillac a whipped underdog? That’s what I infer from the automaker’s new “Dare Greatly” campaign, from Publicis, which will kick off during Sunday’s Academy Awards broadcast. I caught the teaser ad at a Berkeley movie theater before a screening of the Best Foreign Film nominee Timbuktu, which is about the violent clash between cattle herders and religious extremists in Mali. (The dissonance between ad and movie was so thick it would have taken a cleaver to slice it. But I digress.)
Here’s the spot:
The script isn’t credited, but it’s lifted from “Citizenship in a Republic,” a 1910 speech given at the Sorbonne in Paris by Theodore Roosevelt, then one year out of the White House. The youthful-sounding female voiceover, the moody music, the slow-mo near-black-and-white imagery: they’re intended to make you think—no, not think, feel—that Something Important Is About to Happen. Something moving and portentous and great. But is that really what we’re being told?