Cadillac "the daring" by Publicis New York and Publicis UK

Cadillac’s new positioning was unveiled in a campaign that ran during the Oscars last night (22 February). Publicis’ New York and UK offices created the ad, which invites consumers to "dare greatly" and follow the lead of people such as the director Richard Linklater, Apple’s co-founder Steve Wozniak and 23andMe's founder Anne Wojcicki (all of whom feature in the spot). The work coincides with Cadillac's move from Detroit to New York.