Cadillac will introduce its new advertising direction during the Oscars broadcast Sunday with a contemplative commercial that quotes from a Teddy Roosevelt speech, anchored by the tag line “Dare Greatly.”
The commercial posted by Cadillac on YouTube this week doesn’t show a Cadillac vehicle — others planned for Sunday will — and splices together mostly black-and-white snippets of New York street scenes. The entire voiceover is from a speech given by Roosevelt in Paris in 1910.
“It is not the critic who counts. Not the man who points out how the strong man stumbles,” the voiceover says. “The credit belongs to the man who is actually in the arena, whose face is marred by dust and sweat and blood.”
It continues: “Who at the best in the end knows the triumph of high achievement, and at the worst, if he fails, at least fails while daring greatly.”
