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Cadillac revealed its new campaign, ‘Make Your Way,’ during The Oscars. It is Melissa Grady’s first big marketing campaign since taking over as Chief Marketing Officer of Cadillac in September of last year. So reports The Drum.

cadillac 3177721 640 smallCadillac bought three spots during the livestream of the 3.5-hour ceremony. The investment was well worth it, according to the article, since Cadillac landed the first commercial of the night and it was difficult to ignore.

Cadillac has been partnering with the Academy Awards for seven consecutive years and chose to show the commercial during The Oscars rather than the Superbowl. The Super Bowl is “kind of kitschy and fun,” while The Oscars gives Cadillac “a place where we can really tell a story,” Grady said, adding Cadillac likes the presence of the luxury-loving ticketholder at The Oscars as a nice tie-in with its own brand.

In Grady’s words, “There’s something that’s very uniquely Cadillac, and that is this idea of a sense of pride around ownership,” she explained. “We call it ‘earnership’ -people are like, ‘no one gave me a Cadillac, I’ve worked, I’ve pushed myself through things and I’ve come to this place because I earned it.”

Read the full article from The Drum.

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