"We thought we started off in a good place leaving last year's Oscars, just in terms of making our products front and center," Cadillac Director of Marketing Renée Rauchut told Automotive News. "I think looking at the past couple of years of 'Dare Greatly,' that wasn't always the case."
The commercials, which were primarily filmed in January, mark a change in messaging for the General Motors luxury brand following the departure of former Chief Marketing Officer Uwe Ellinghaus at the end of last year.
Rauchut said the ads were inspired by the idea of people being "overwhelmed with the reality of our future." She said her team wanted to showcase what Cadillac has to offer now in terms of fun-to-drive vehicles and futuristic technology.