In 2017, Cadillac debuted their commercial titled, "Carry" during the broadcast of the 89th Academy Awards, otherwise known as the Oscars. The commercial is a mixture of various documented moments in which people are actively participating in selfless acts, or advocating for peace. The narrator starts out explaining how we as a nation are perceived as divided, with the news being a prominent factor as to why that is the case. But the commercial goes on to highlight what many of us don't see on a regular basis: unity. The theme of unity is shown throughout the commercial with multiple video clips displaying positive human affection and connection. At the end of the commercial, the narrator goes on to say, "That while we're not the same, we can be one. And all it takes, is the willingness to dare." The commercial finishes with the Cadillac name and logo presented on a stark white background along with the copy, "DARE GREATLY" boldly stated at the bottom.
Overall, I think the commercial was very effective. Since Cadillac had the budget to advertise the commercial during a prime time in American television, they were able to have higher imprints than the usual average. Cadillac utilized emotional appeal as a means to connect with the audience and create positive perception of the company in relation to personal attributes such as being daring, unifying, and changing. These attributes are widely discussed nowadays, with protests and movements on the rise in response to different societal and economic issues. Cadillac could have not picked a better time to broadcast a commercial with a theme such as unity since national division has been a huge factor in American society, especially after the most recent presidential election. Although Cadillac did not make their cars the main visual focus in the commercial, that ultimately wasn't needed in order to successfully promote the company's message - that by purchasing a Cadillac, you too can be daring.
