Cadillac launches documentary style advertising campaign for new ATS

Article by Christian A., on July 19, 2012

The new Cadillac ATS compact sport sedan can be seen in the latest documentary style advertising campaign by General Motors that featured winding switchback mountains in Morocco and Patagonia’s windswept plains. The campaign is named "Cadillac ATS vs. the World," and is part of efforts to promote the performance features of the ATS -- Cadillac's first true compact sedan since the heavily criticized Cimarron came out in 1981.

For Cadillac to succeed at the compact luxury market, it would have to appeal to buyers who want top performance and who are drawn to German cars like the BMW 3 series. Molly Peck, director of Cadillac advertising and sales promotion, said that it’s “extraordinarily difficult” to break into this segment, which is the largest luxury segment worldwide.

She said that the company has to make consumers aware of the new brand as well as make them consider it. The challenge is that these have to be done quickly. These spots can already be viewed online but the TV ads will debut on July 27 during the opening ceremony of the Olympic Games. The ATS is scheduled to appear in showrooms by the end of summer. It has a starting price of $33,990, including destination charges.

Peck said that the commercials are meant to show off the ATS as "nimble, quick and fun to drive" even when it’s driven through the world's most extreme road and conditions. In one commercial, the car can be seen driving through over 100 hairpin corners on a 3-mile stretch of the Atlas Mountains in Morocco. In another ad, the car is on the Monaco Grand Prix circuit while a third ad puts the car in China at the ancient, narrow Guoliang Tunnel.

The 2013 ATS defines Cadillac's Art & Science style language in a new level, keeping its trademark elegant design for the smallest Cadillac while promoting - and pushing forward - the excellent attention to detail and innovative technology that the Cadillac is known for.

The length of the wheelbase is 109.3-inches (2,775 mm), and with its broad back and front tracks, the Cadillac ATS stands perfectly stable, which is further improved by short overhangs and strong sheet metal that looks as if it wraps around the wheels. 17-inch wheels are the default setup but optional 18-inch wheels are also offered.

Strong vertical lighting cues - like the new iconic LED lighting element – and the glowing door handles and dynamic grille shutters give a technologically modern design and impressive functionality to the ATS.

A driver-oriented cabin that puts together technology and intricate elements goes well with the exterior design and supports the fun driving experience expected of a Cadillac. From the installation of the pedals to the placement of the shifter, this model is built for intuitive and effortless on-road driving. Performance seats are also offered and have power-flexible bolsters to enhance lateral support when cutting through corners.

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