{"id":23487,"date":"2019-02-28T21:37:00","date_gmt":"2019-03-01T01:37:00","guid":{"rendered":"http:\/\/henrypayne.com\/?p=23487"},"modified":"2019-02-28T21:37:00","modified_gmt":"2019-03-01T01:37:00","slug":"cadillac-is-oscars-auto-host","status":"publish","type":"post","link":"https:\/\/henrypayne.com\/index.php\/2019\/02\/cadillac-is-oscars-auto-host","title":{"rendered":"Cadillac is Oscars auto host"},"content":{"rendered":"

\"Cadillac<\/p>\n<\/div>

The 91st annual Academy Awards will not have a host this year (unless rumors that Whoopi\u00a0Goldberg will make a surprise appearance are correct), but the show will have an exclusive automotive partner.<\/p>\n

Cadillac has landed a leading role throughout the Oscars weekend.<\/p>\n

The brand\u2019s \u201cRise\u201d campaign will include transforming the red carpet with the luxury brand\u2019s logo, debuting four SUV-focused TV ads and the #KeepRising Twitter hashtag, and pairing with celebrities like best-actress nominee Yalitza Aparicio of \u201cRoma\u201d and musician Childish Gambino (aka\u00a0actor Donald Glover).<\/p>\n

Even GM\u2019s Detroit headquarters got in\u00a0on the act Friday when the Renaissance Center lit\u00a0up with the Cadillac crest.<\/p>\n

At the center of the campaign is the iconic crest re-imagined, its four, blue horizontal elements forming a rising staircase. That staircase theme punctuates each of the four TV ads \u2013 and will literally form blue stairs for Hollywood stars to ascend to the red-carpet stage during the pre-ceremony \u201cOscars Live On The Red Carpet.\u201d<\/p>\n

The installation will be the focus of two celebrity interviews who will share their #KeepRising stories from the blue steps \u2013 followed by a Cadillac commercial.<\/p>\n

\u201c’Rise\u2019 gives life to the spirit of perseverance that has always been part of Cadillac,\u201d says chief marketing officer Deborah Wahl. \u201cThe new crest treatment illustrates the brand\u2019s determination and will to succeed \u2014 the same traits possessed by those winners who ascend the staircase to the stage at the Academy Awards. It\u2019s the perfect platform to showcase our aspirational Cadillac SUV lineup.\u201d<\/p>\n

Now in its sixth year as the Oscars’ auto sponsor, Cadillac has paired its aspirational brand with award nominees achieving their dreams.<\/p>\n

The Rise campaign is a departure from the brand\u2019s ambitious, four-ad 2015 Oscars package that introduced a \u201cDare Greatly\u201d campaign dovetailing\u00a0with Caddy\u2019s move to New York City. That\u00a0campaign also debuted the brand’s flagship CT6,\u00a0a sedan whose future is in question\u00a0<\/a>as the brand focuses on SUVs.<\/p>\n

For 2019, Cadillac has moved back to its Metro Detroit home, and the commercials film its vehicles in a variety of rural and urban environments.<\/p>\n

With the introduction of the 2020\u00a0XT6 at this year\u2019s Detroit auto show, Cadillac for the first time boasts a full SUV lineup, including the compact XT4, midsize XT5, full-size XT6\u00a0and truck-based Escalade mega-ute.<\/p>\n

While reinventing itself for the 21st century as a sporty, high-tech brand \u2013 its V-series sports sedans have won critical raves \u2013 Cadillac has struggled against German competitors as it missed the marketplace shift to SUVs.<\/p>\n

With its ute family and “Rise” campaign, Cadillac hopes to capture the public\u2019s imagination starting with the Super Bowl of the movie awards season.<\/p>\n

SUVs dominate the Oscars commercials. The title spot, \u201cRise Above,\u201d celebrates success. \u201cMay the road rose up to meet you. May the wind be at your back. Rise above,\u201d intones a female voice as a flock of white SUVs flies by to Childish Gambino\u2019s \u201cMe and Your Mama.\u201d<\/p>\n

Other commercials highlight the Escalade, XT4\u00a0and XT5.<\/p>\n

Cadillac kicked off the weekend Thursday night with a party at West Hollywood\u2019s swank Chateau Marmont hotel. Awards attendees will be chauffeured to weekend events in CT6 sedans and Escalades. The Oscars air at 8 p.m. Sunday on ABC, host or no host.<\/p>\n","protected":false},"excerpt":{"rendered":"

The 91st annual Academy Awards will not have a host this year (unless rumors that Whoopi\u00a0Goldberg will make a surprise appearance are correct), but the show will have an exclusive automotive partner. Cadillac has landed a leading role throughout the Oscars weekend. The brand\u2019s \u201cRise\u201d campaign will include transforming the red carpet with the luxury […]<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[],"_links":{"self":[{"href":"https:\/\/henrypayne.com\/index.php\/wp-json\/wp\/v2\/posts\/23487"}],"collection":[{"href":"https:\/\/henrypayne.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/henrypayne.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/henrypayne.com\/index.php\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/henrypayne.com\/index.php\/wp-json\/wp\/v2\/comments?post=23487"}],"version-history":[{"count":0,"href":"https:\/\/henrypayne.com\/index.php\/wp-json\/wp\/v2\/posts\/23487\/revisions"}],"wp:attachment":[{"href":"https:\/\/henrypayne.com\/index.php\/wp-json\/wp\/v2\/media?parent=23487"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/henrypayne.com\/index.php\/wp-json\/wp\/v2\/categories?post=23487"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/henrypayne.com\/index.php\/wp-json\/wp\/v2\/tags?post=23487"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}