Cadillac, a brand of Detroit’s General Motors Co., will unveil its “Make Your Way” ad campaign during ABC’s presentation of the 92nd Oscars on Sunday. It will feature Oscar-winning actress and director Regina King with the 2021 Cadillac Escalade. King will tell of success achieved through determination and pushing boundaries.
The Escalade was introduced on Feb. 4 in Hollywood.
“Cadillac has always represented success,” says King. “There’s a swagger, a sexiness, to the vehicles. There’s also a realness and a sense of ambition that I identify with. Through sheer perseverance, I’ve found my way through doors some never thought possible. There’s a real connection for me with Cadillac, and that is why I wanted to get involved.”
Two additional spots, “No Barriers” and “Finish Line,” also will air during the Oscars and highlight Cadillac’s new vehicle lineup while celebrating those who make their own paths to success.
“Cadillac is inspired by those who have a passion for what’s next,” says Melissa Grady, chief marketing officer of Cadillac. “They make their way by going through obstacles, not around them. Such unwavering self-determination pushes them to succeed and inspires others to do the same. That’s the heart of ‘Make Your Way’ and the soul of Cadillac.”
Cadillac has advertised during the Academy Awards for seven years. The ceremony’s broadcast is second to the Super Bowl in global viewership.
The 2021 Escalade highlighted in King’s spot is a redesigned edition of the luxury SUV. It offers more passenger and cargo space, along with the first of its kind curved OLED screen technology, with more than 38 total inches diagonal of displays.