The 2013 Cadillac ATS compact luxury sedan’s on-road performance is at the center of its new commercial spot that will run this Sunday during the Super Bowl XLVI. The 30-second spot can be viewed on Cadillac’s official YouTube channel and Facebook page.
General Motors Global Chief Marketing Officer Joel Ewanick said that the ad displays what is believed to be a “serious new challenger” to the best compact luxury cars in the world.
This is the chance for it to reach a wide audience with the message that Cadillac is growing into new territory. The all-new ATS is Cadillac’s entry into the most significant luxury car category in the world. The straightforward pitch is the opposite of many Super Bowl ads, which use humor and other devices that aren’t related to the product.
Ewanick said that the ad shows the actual testing footage of the ATS and that competition in the elite class needs “authentic performance.” Production begins this summer at the Lansing (Mich.) Grand River plant for the 2013 ATS.