Creative and Digital AOR

90th Academy Awards

TV/Radio, Digital Creative and Social

Creative Concept
Creative Production
Social Amplification
Visual Design

The Question

How does Cadillac use the night of the Oscars to show the world what’s next?

Never Stop Daring. The central idea of our 2018 Cadillac anthem goes even deeper this year as we unveil new technologies, the new XT4 and highlight the driving force for innovation that’s been essential to Cadillac since day one.


Changing the world’s mind about who should drive a Cadillac is no small feat. With keen focus on the incoming generation of Cadillac drivers, the younger affluent millennial, the brand needs to show up in every moment with a more compelling story about where the brand is headed, backed up by proof points already on the road. As a result, the night would need to find a delicate balance between present and future to show everyone that clearly, Cadillac is really getting started.


‘Never Stop Daring’ is a constant. It’s a vision that looks forward with intent while bringing to the foreground the wide range Cadillacs that command the road today. The Escalade as it charges through an intersection. The 200mph CTS-V as it races past one of Cadillac’s race cars on a track in Texas. The CT6 as it shows off its category leading hands-free driving technology Super Cruise. And a glimpse of Book, Cadillac’s fully re-imagined car ownership program that allows you to swap Cadillacs on demand. And of all of the work we’ve brought to the Oscars with Cadillac, ‘Never Stop Daring’ is by far the most intense and fast-paced. Because, like Cadillac’s momentum, there is no sign of slowing down.