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Steve Wozniak stars in Cadillac's Oscars ad

Technically Incorrect: Apple co-founder, alongside "Boyhood" director Richard Linklater and others, is one of the heroes of Cadillac's latest attempt to make you think differently about it.

Technically Incorrect offers a slightly twisted take on the tech that's taken over our lives.


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That's Steve Wozniak, taking it easy for Cadillac. Cadillac/YouTube screenshot by Chris Matyszczyk/CNET

Cadillac wants to be younger, hipper, bathed in a little more (or just a little) sexiness.

What better way than to persuade Steve Wozniak to be one of its models?

Well, when I say models, I mean one of the famously idiosyncratic people who Cadillac believes will give it a more idiosyncratic image.

The campaign, due to launch during the Oscars, features 23andMe founder Anne Wojcicki too, as well as Richard Linklater, the brilliant director of "Boyhood."

But you'll be wondering about Woz. Does he trade in his Segway for a Caddy in the ad? Does he dance, perhaps?

Sadly, he's merely seen lying on a sofa with his headphones on, as the words "How dare a college dropout invent the personal computer?" are superimposed over him. (Some might believe that Olivetti invented the personal computer, but who's quibbling here?)

The whole idea, you see, is that these are people who dared to try new things, which Cadillac is trying to do after 112 years.

There may be those who will mutter: "About time, you boring old jalopy maker." Over the last few years, the brand has offered the impression that it's like your divorced uncle who's suddenly discovered 7 For All Mankind Jeans and wears them with customized purple Nikes.

Still, Cadillac insists that it is now in the vanguard of the avant-garde.

"Only those who dare drive the world forward," concludes the ad. So, until now, it's been Cadillac that's held the world back? Not at all, for the music is Edith Piaf's "Je Ne Regrette Rien."

Piaf regretted nothing. Cadillac regrets nothing too.

It just wants to think a little different now. Or it wants you to believe it is.