Cadillac is celebrating its filled-out lineup of crossovers and SUVs with a fresh tag line and an ad campaign that prominently features the utility vehicles.
Cadillac last week released four ads on YouTube as part of the new "Rise" campaign.
The ads, which were scheduled to air nationally Sunday during the Oscars, feature the tag line "Rise Above," which is being used specifically for crossovers and SUVs, and mark the end of "Dare Greatly," which debuted during the 2015 Oscars broadcast, a Cadillac spokeswoman said.
The retirement of "Dare Greatly" and the marketing of the utility vehicles as a family mark the largest changes Cadillac Chief Marketing Officer Deborah Wahl has instituted since she took over Cadillac marketing and advertising in March 2018. She also has fielded more upbeat ads with more imagery of Cadillac vehicles.