On a night that saw more black actors and filmmakers win Academy Awards than ever before, including the first Muslim to take home an acting Oscar, Cadillac delivered a message about inclusiveness that fit perfectly with the night’s legacy.

Read More: Mahershala Ali Is First Muslim Actor to Win an Oscar

“There’s quite a bit of soul searching going on in the nation right now, and the creative community, in particular, is experiencing it at an intense level,” said Melody Lee, director of brand marketing at Cadillac. “It was important for us, as a brand, to try to make a statement, not politically and not necessarily socially, but to remind the country that we’re at our best when we come together.”

The advertisement, called “Carry,” begins with a grim tone, reflecting how many people in the United States currently feel about the socio-political climate – that the first word in the country’s name is a poor reflection of its people and institutions.

In black and white we see protesters clash with police as the narrator says: “We are a nation divided. That’s what they tell us, right? This chasm between us.”  

In a Wizard of Oz-esque effect, the ad turns to color as the tone becomes optimistic.

“What they don’t tell you […] is this: we carry each other forward,” the narrator says. “No matter who we are, or what we believe, or where we come from.”  

Read More: This Simple Ad of People Holding Hands Will Make You Want to Cry

The voiceover coincides with images of people literally carrying each other forward: softball players helping an injured opponent round the bases, soldiers carrying their injured comrade, a father pushing his disabled son in his wheelchair down the final stretch of a long-distance run, and an emergency responder air-lifting a person who was stranded after Hurricane Katrina to safety.

The ad is meant for all people, regardless of fame. It features Marilyn Monroe and Muhammad Ali as well as ordinary citizens, mainly parents carrying their children.

It shows soldiers coming home from deployment overseas, and demonstrators protesting for recognition of American values at home.

Appropriately, viewers are left with a final call for unity: “While we’re not the same, we can be one. And all it takes is the willingness to dare.”

The hopeful words go hand-in-hand with a challenge to #DareGreatly.

Watch: Nike Released a Stirring Ad on Equality That You Need to See

“Carry” is a the latest in Cadillac’s “Dare Greatly” campaign which launched at last year’s Oscars, and is meant for a younger target audience.

There has been a slew of advertisements lately that promote social justice, ranging from redefining public perception of Muslim women, to destigmatizing forms of public affection.   

Lee calls the Oscars "the Superbowl of pop culture." The NFL’s championship game had its share of socially conscious ads. Thanks to Cadillac, the Oscars met its quota, too.

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Demand Equity

Cadillac's Oscars Ad About Inclusiveness Was Perfect for an Historic Night

By James O'Hare