Perfectly timed in tune with the forthcoming Academy Awards, Cadillac rolls out a new set of commercials launching its “Dare Greatly” campaign. The first thing that may strike you about the commercials is the lack of, well, advertising going on; Cadillac intentionally left out physical vehicles from the piece. Instead, the Detroit-based luxury automaker plays up the idea of striving for greatness, piggybacking sentiments from a lecture Teddy Roosevelt delivered in 1910. The result is an admittedly raw, honest brand statement more so than a traditional commercial – definitely one for the full-screen mode. Enjoy the piece above and be on the lookout for more assets from the campaign as they arrive.