In February Cadillac released the first in its series, “Dare Greatly” inspired by a significant quote from American President, Teddy Roosevelt.
“To once again become the standard for excellence around the globe, we cannot follow any of the examples set by the luxury market “establishment.” In the words of one of the great American presidents, Theodore Roosevelt: “It is not the critic who counts.” Only those who are willing to accept risk, who have the courage to dare greatly, shape the future. At Cadillac, we are about shaping our future, and with it, the future of the luxury automobile industry,” says Johan de Nysschen, the President of Cadillac.
“To once again become the standard for excellence around the globe, we cannot follow any of the examples set by the luxury market “establishment.”- Theodore Roosevelt
The series is inspired by a forward-looking curation of progressive culture, distinguished design and innovations that move us forward. There are dozens of videos examples in their series at the dare greatly home, both additional ad spots and featurettes honoring artists, adventurers, and entrepreneurs.
“It represents everything we’re passionate about in the world and inspires us as we shape our future.”
The best part about these ads spots, however, is hardly that they cater to luxury automobile owners, but that they inspire all of us to dare to be that individual who, according to the original quote from Roosevelt, would rather know failure by virtue of effort, than safety as a byproduct of apathy:
“It is not the critic who counts; not the man who points out how the strong man stumbles, or where the doer of deeds could have done them better. The credit belongs to the man who is actually in the arena, whose face is marred by dust and sweat and blood; who strives valiantly; who errs, who comes short again and again, because there is no effort without error and shortcoming; but who does actually strive to do the deeds; who knows great enthusiasms, the great devotions; who spends himself in a worthy cause; who at the best knows in the end the triumph of high achievement, and who at the worst, if he fails, at least fails while daring greatly, so that his place shall never be with those cold and timid souls who neither know victory nor defeat.”