Every legacy comes with a burden
Standard to bear
An expectation to surpass
A purpose to live up to
But thats the point
Bring us doubt
And we will bring you the first car
with hands free driving for the freeway
Bring us a challenge
And we will reinvent what it
means to own a car
Bring us all your expectations
And well defy them again and
Again and again
Watch: Cadillac “Keep Rising”
Plain Talk: About the Track
The gritty, blues-rock anthem featured in the 2018 Cadillac campaign is “Fire” by Barns Courtney. First released in 2016, the song’s stomping rhythm and raw energy served as a bold backdrop for Cadillac’s transition into a more tech-forward, aggressive market position, particularly highlighting features like Super Cruise hands-free driving.
Cadillac, founded in 1902 by Henry M. Leland and William Murphy, is a pillar of the Detroit automotive legacy. By using Courtney’s “Fire,” a song about burning through obstacles, Cadillac sought to “defy expectations” and rebrand itself for a new generation. The “Keep Rising” campaign focuses on the brand’s history of innovation while pushing toward a future where luxury and cutting-edge autonomous technology coexist.
Questions & Answers
Who is Barns Courtney?
Barns Courtney is an English singer-songwriter known for his blend of blues, indie-rock, and folk. “Fire” was his breakout single.
What is Cadillac Super Cruise?
It is Cadillac’s advanced driver-assistance technology that allows for hands-free driving on compatible highways in the U.S. and Canada.
Is Cadillac the oldest car brand?
Cadillac is among the oldest automobile brands in the world, founded in 1902. It was named after Antoine de la Mothe Cadillac, the founder of Detroit.
