A full 25% of all luxury vehicles sold in the US are in Compact Luxury – a segment that Cadillac has not competed in for years. In order to launch the ATS with a splash, Cadillac must not only go up against the dominant leader, BMW, but also overcome consumer perceptions that the Brand only makes large, “floaty boats” for an older generation.
Cadillac ATS vs. The World was created to break the mold of automotive advertising to connect with a new generation of customers. Set in four countries around the world, the campaign consists of spectacular demonstrations of the nimble, quick and fun driving dynamics of the Cadillac ATS. Starting with an energetic two minute trailer that hit over one million views in mere days to a full suite of television spots, print, online advertising, digital videos, websites, social activation and more, the campaign takes Cadillac where no American Luxury car has gone before – both figuratively and literally.