Cadillac is making another aggressive push to revive General Motors' luxury brand.
The new marketing campaign goes by the name "Life, Liberty And The Pursuit."
It tries to show Cadillac as an alternative for risk takers wanting to be different from their affluent friends who own other luxury brands such as Lexus and BMW.
The ads try to broaden the brand's appeal among all buyers, especially women and younger drivers.
Cadillac officials say the new strategy builds on the "Break Through" campaign.
They say those ads led to four years of sales volume growth and lowered the median age of typically older Cadillac buyers by five years.