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Cadillac's new ad campaign to tell you how to get lucky

Cadillac is set to launch a new ad campaign this fall, as it attempts to maintain the momentum established by new models like the ATS. The campaign comes from an agency called Rogue, and according to AdAge, will lean on American values. It's called, "Work Hard. Be Lucky."
The campaign is fairly self-explanatory, just from the tagline. It's meant to make a Cadillac seem more attainable to the average, aspirational buyer. It does kind of pander to that American idea that everyone's hard work gets rewarded, but as ad campaigns go, that's not a bad thing.
Somehow, it doesn't roll off the tongue quite like "The Standard of the World." As AdAge points out, Cadillac's advertising over the years has lacked a real coherent theme, although we'll admit to enjoying the most recent campaigns, particularly the around-the-world jaunts with the ATS. It's unclear if the "Work Hard. Be Lucky." theme will evolve into an actual tagline for the brand, with Caddy spokesman Dave Caldwell telling the advertising mag, "It could very easily end up being a line of copy along with other lines; we don't really know yet. It's an open question as to how dramatically it will be featured."

Cadillac Oscars ad shows none of its cars or trucks

Can you sell something without actually showing the product in an ad? While this sounds like a question that Don Draper might have, Cadillac apparently thinks it's possible with at least one of the brand's three upcoming Oscars commercial. Days after whiting-out the company's social media presence in preparation for the new campaign, some of the advertising is finally here. Titled Dare Greatly, the first released spot goes for a stripped down, minimalist aesthetic. The entire piece is made up of voiceover and ambient noise set over slow-motion driving shots of New York City. Viewers catch a few out-of-focus glances at a Cadillac interior, but otherwise the only vehicles in the commercial are the ones parked along the street. The speech that is the centerpiece of the ad is all about the glory in just making an attempt, rather than criticizing others. "There is no effort without error and shortcoming," it says at one point. According to The Detroit Free Press, the text comes from a lecture by Teddy Roosevelt in 1910 at the Sorbonne in Paris. Cadillac's commercial never actually attributes the words to the former president, but the company is playing up the connection on social media. The full 1:30 version of the spot is already streaming online, but Cadillac is cutting the commercial into 30-second and 60-second versions to air during the Oscars, according to The Detroit Free Press. Of the brand's two other ads during the awards show, at least one of them shows the company's vehicles.

2019 Autoblog Technology of the Year finalists revealed

Every fall, we line up a range of new models with the latest and most compelling automotive technology from the past year. We test everything from semi-autonomous systems like Tesla's Autopilot to trick suspension setups like the Multimatic spool-valve shocks on the Chevy Colorado ZR2. We spend months paring down the list to a small group of contenders. After testing, dinner and healthy debate, we tally up the votes and name our winner. For Autoblog's 2019 Technology of the Year Award, our three finalists are the Cadillac CT6 with Super Cruise, the Infiniti QX50 with Variable Compression Turbo and the Mercedes-AMG E 53 with EQ Boost. Super Cruise is an advanced SAE Level 2 semi-autonomous system, though Cadillac (unlike some of its rivals) is reluctant to push that point. Cadillac would like you to think of this as an advanced driver assistance feature rather than a semi-autonomous system. Super Cruise allows completely hands-free highway driving. Thanks to a driver-facing camera, the system forces the driver to keep his or her eyes on the road even if hands are off the wheel. Although the CT6 is being discontinued, look for Super Cruise to make its way to other Cadillacs soon. VC Turbo is a little more complicated. Basically, Infiniti's 2.0-liter turbocharged inline-four can vary the compression ratio on the fly. In general, turbocharged engines are more efficient than naturally-aspirated engines when on boost, but can perform worse at low revs. VC Turbo allows for a best-of-both-worlds situation, increasing the compression at low revs and backing it off once the turbo spools up. The best part is that it does so seamlessly, with only a dash readout letting you know what's going on under the hood. Our third finalist is the EQ Boost 48-volt system in the Mercedes-AMG E 53. Like VC Turbo, EQ Boost does a lot just beneath the surface. Mercedes has developed a new turbocharged 3.0-liter inline-six and paired it with a small electric motor. While the car can't run on electricity alone, the motor helps improve both efficiency and performance, smoothing shifts and filling in low-end torque before the turbos spool up. Think torque fill, similar to a McLaren P1. Who can complain about better fuel economy and more torque? Look for the 48-volt system to make its way into most of the Mercedes-Benz lineup. The winner will be revealed next week on Autoblog, and we'll present the award Jan. 15 at the Detroit Auto Show. Related Video: