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Out Designer Jason Wu Soars (Literally) In Cadillac "Dare Greatly" Commercial

Most designers' Academy Awards dreams involve their gown make the Best Dressed list, but Jason Wu got to star in a new commercial that debuted Oscar night: The out couturier was one of several notables profiled as part of Cadillac's ”Dare Greatly” campaign.

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The spot positions Wu as a risk taker for starting his own fashion business right out of school—a bold decision that paid off when he became internationally famous for designing both of Michelle Obama's inauguration dresses.

In the ad, Wu walks the streets of New York, pulling up his hoodie before leaping into the air in slow motion. The tagline states “Only those who dare drive the world forward.”

Others included in the ads include Boyhood director Richard Linklater, Apple co-founder Steve Wozniak, genome entrepreneur Anne Wojcicki and Wananchi Online founder Njeri Rionge.

Related: Designer Jason Wu Cites RuPaul As Inspiration: She Was “So Tall And Glittery”

The Wall Street Journal reports:

“Luxury brands don’t sell products, they sell dreams,” said Cadillac head marketer Uwe Ellinghaus. “People need to find Cadillac inspiring and having a spirit and attitude, a clear point of view.”

That new point of view for Cadillac is one that embodies the American spirit in a contemporary manner without using American cliches, Mr. Ellinghaus said. The campaign is meant to show the brand in a more futuristic and optimistic light.

In another installment of the ad, Wu's voiceover says "I admire my mother, despite what people said she bought me a sewing a machine and she let me play with dolls—She really dared to let me be different…” (His portion starts at about the :09 mark.)

And in a behind-the-scenes clip, Wu talks about the big risk he took staring a fashion business right out of school.

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