RPM
07-26-2012, 03:33 PM
http://youtu.be/OT1h4GZyZDk
Cadillac is introducing its 2013 ATS compact sport sedan through a series of documentary-style short films called “Cadillac ATS vs. the World.” The General Motors Co. luxury unit will air 30- and 60 second television spots based on the films during the opening ceremony of the Olympic Games July 27.
The series follows the ATS from the deserts of Morocco, to the streets of Monaco, to the Guoliang Tunnels in China and other settings. Each location is meant to highlight elements of the car’s power, handling and efficiency, the car maker said.
Pitching the ATS during the Olympics reflects Cadillac’s aspirations for international street cred among sport-sedan enthusiasts. The company has tried and failed before at competing with European car companies like BMW, Audi and Mercedes-Benz.
Many critics still recall – to General Motors’ dismay — the compact Cadillac Cimarron of the early 1980s. Touted as a Euro-sport-sedan fighter, it was just a dressed-up Chevrolet Cavalier. In the 1990s the company trotted out the midsize Catera, calling it “The Caddy that zigs.”
This time around Cadillac is approaching the challenge with better ammunition. The ATS is a serious design with rear-wheel drive, high-performance suspension and a range of powerful engines. The car maker also has a stronger reputation among speed-addled car fans, thanks to the popular midsize CTS and CTS-V models that have been around for a decade.
“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,” said Cadillac marketing boss Don Butler.
The ad campaign includes short films, ads and photography, directed by Academy Award-nominated documentary film maker Joe Berlinger, and Jeff Zwart, an automotive film maker. The driver in the spots is Derek Hill, a champion race driver and son of 1961 Formula One champion Phil Hill.
The ATS goes on sale later this summer with a starting price of $33,990.
http://blogs.wsj.com/drivers-seat/2012/07/25/cadillac-ats-ad-to-debut-during-olympic-opening-ceremony-video/
Cadillac is introducing its 2013 ATS compact sport sedan through a series of documentary-style short films called “Cadillac ATS vs. the World.” The General Motors Co. luxury unit will air 30- and 60 second television spots based on the films during the opening ceremony of the Olympic Games July 27.
The series follows the ATS from the deserts of Morocco, to the streets of Monaco, to the Guoliang Tunnels in China and other settings. Each location is meant to highlight elements of the car’s power, handling and efficiency, the car maker said.
Pitching the ATS during the Olympics reflects Cadillac’s aspirations for international street cred among sport-sedan enthusiasts. The company has tried and failed before at competing with European car companies like BMW, Audi and Mercedes-Benz.
Many critics still recall – to General Motors’ dismay — the compact Cadillac Cimarron of the early 1980s. Touted as a Euro-sport-sedan fighter, it was just a dressed-up Chevrolet Cavalier. In the 1990s the company trotted out the midsize Catera, calling it “The Caddy that zigs.”
This time around Cadillac is approaching the challenge with better ammunition. The ATS is a serious design with rear-wheel drive, high-performance suspension and a range of powerful engines. The car maker also has a stronger reputation among speed-addled car fans, thanks to the popular midsize CTS and CTS-V models that have been around for a decade.
“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,” said Cadillac marketing boss Don Butler.
The ad campaign includes short films, ads and photography, directed by Academy Award-nominated documentary film maker Joe Berlinger, and Jeff Zwart, an automotive film maker. The driver in the spots is Derek Hill, a champion race driver and son of 1961 Formula One champion Phil Hill.
The ATS goes on sale later this summer with a starting price of $33,990.
http://blogs.wsj.com/drivers-seat/2012/07/25/cadillac-ats-ad-to-debut-during-olympic-opening-ceremony-video/
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