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ATS Ad Campaign Challenges...Planet Earth

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On: Thu, Jul 19, 2012 at 3:48PM | By: Chris Salamone


ATS Ad Campaign Challenges...Planet Earth

If you’ve been watching the Tour de France lately, then you must already know Cadillac is making a major advertising play this year – especially with regard to sporting events. The trend looks to continue with the Opening Ceremony of the Olympics on July 27, when Cadillac will unleash a series of 60 and 30 second television spots which are sure to grab some attention.

Appropriately titled Cadillac ATS vs. the World, the company hopes to take the viewing audience on a “cinematic adventure.” From Monaco to Morocco, China to Chile, the ATS will tackle some of the world’s most beautiful and challenging-to-handle pavement.

“The films demonstrate the performance of the new ATS on a world stage, making it a natural fit for the Olympics,” said Don Butler, vice president of Cadillac Marketing. “ATS was developed to take on the world’s best sport sedans. So we designed a world challenge for ATS to dramatically demonstrate its all-new purpose-built chassis and advanced technology in a global, cinematic adventure.”

And Butler isn’t kidding. The ATS’ specs look impressive enough at first glance but, when price enters the picture, Cadillac may be on the verge of another industry winner. EPA fuel economy is rated at 33 mpg on the highway and the vehicle’s 2.0-liter turbo is capable of knocking out 0-60 in 5.7 seconds. Price of entry is listed at $33,990. That’s cheaper than just about all competitors, with the exception of the base model Lexus IS – which offers a whole heck of a lot less power and handling goodies.

Boiling the message down, the takeaway is that Cadillac believes the new ATS to be the new benchmark for compact luxury sports sedans. After watching the first video, most viewers will probably feel mounting jealously for drivers Derek Hill and son, Phil Hill. So viewer discretion is advised, images of an ATS ripping through corners and tearing up some of the most scenic vistas on Earth may cause sudden and unexpected desires to visit the local dealership.

But if you’re more of the kind to take a long view, the video may instead instill a sense of prideful jubilee. American motors are back, and taking no prisoners. The ATS will likely be a segment leader in performance and sales, adding another notch on Cadillac’s recent belt of wins.

Oh, please let this mean an ATS-V wagon is in the works.


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