"Carry" is only one of four TV commercials Cadillac planned to air during its third consecutive year of a marketing partnership with Hollywood's biggest night. The other ads speak to the brand's future design direction, innovation past and future, and its performance heritage. "Advertising is intended to be a little bit provocative," Melody Lee, Cadillac's brand marketing director, told me. It sort of needs to reach out from your screen and intrigue you -- it's so hard to break through otherwise." The 60-second commercial opens with a scene that seems to be from a 1960s-era civil-rights protest.

Source: Forbes February 26, 2017 17:17 UTC