Cadillac has released a campaign around its SUV portfolio, with four new television spots and a special focus on its updated Crest offering.

Returning as sponsor for a sixth consecutive year, Cadillac debuted its latest campaign during the ninety-first Oscars broadcast, with a focus on its SUV portfolio. Titled Rise, it entails four television spots, collaborations with Hollywood storytellers, digital, and social media components.

A key partner involved with the launch is Yalitza Aparicio of the Oscar-nominated Roma. The effort features the reimagined Crest. The platform highlights its horizontal blue lines to form a staircase shape representing the brand’s firm drive to succeed. View the ads here:

“The new Crest treatment illustrates our determination and will to succeed, the same traits possessed by those winners who ascend the staircase to the stage at the Oscars. It is the perfect platform to showcase our aspirational SUV lineup,” said Deborah Wahl, Chief Marketing Officer for Cadillac.

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