Oscar watchers this coming Sunday will see something more than Vera Wang gowns and Neil Patrick Harris singing and dancing. They will be able to watch the beginning of a new story, one that is taking place outside of the movies. Cadillac will officially debut their new ad, â€œThe Arena.â€ The advertisement uses the text of Theodore Rooseveltâ€™s 1910 â€œCitizenship in a Republicâ€ speech given at the Sorbonne in Paris.
"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 and comes short again and again because there is not effort without error and shortcoming, but who does actually strive to do the deed, who knows the great enthusiasms, the great devotions, who spends himself in a worthy cause, Â 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."
With this ad, Cadillac introduces a campaign to redefine its brand for a new generation.
This is not the first time â€œCitizenship in a Republicâ€ gained a larger audience. In 2012, Miley Cyrus debuted a tattoo of part of the speech on her left forearm. Richard Nixon also referenced the speech in both his victory speech in 1968 and his resignation speech in 1974. Truly great words emerge repeatedly throughout history.
View the full text of the speech here.Â
Watch the commercial here.