I wonder if this ad was supposed to run in the 2/23 issue and was run by mistake. On 2/22/14 Caddy is supposed to launch their new campaign. There's a website, dare-greatly.com, with a video with the same basic message. But, there is no attribution. Right now, they are using the #daregreatly to create some buzz. The text is part of a Teddy Roosevelt speech. The ad above is just the opening salvo in what will be a larger campaign.
Based on the styling of the ATS and the current CTS, I think Caddy has been playing it safe since the bankruptcy. The last gen CTS, particularly the coupe, was much more bold. Same goes for the XLR and the last SRX. I hope these ads preview a Cadillac that is getting it's mojo back. I hate to say it, but what Cadillac has represented to me is "We're as good as the last generation BMW, only cheaper". Lately, they have eliminated the "cheaper" part, though they can't really defend why they should command a premium price. I hope we will see that they did "Dare Greatly" when the CT6 is introduced.