From the ad voiceover, Cadillac is making no bones about the ATS going gunning for the BMW 3-Series. A bold move that suggests Cadillac is very confident that the ATS will compare well to the accepted best sports sedan on the market.
It’s good to see this confidence and we hope that it turns out to be supported by the product.
Text of the ad:
They call it “The Green Hell”
A brutal stretch of asphalt in the German countryside,
designed to push the limits of car and driver
It’s where we developed the all-new Cadillac ATS.
Built from the ground up to take on the BMW 3-Series
So if anyone tells you that Cadillac can’t beat the world’s best…
Just tell them to go to Green Hell, and see for themselves.
Press release below: The on-road performance of the 2013 Cadillac ATS compact luxury sedan will be the focus of a new advertising spot this Sunday during the U.S. television broadcast of Super Bowl XLVI.
The 30-second spot is available today on Cadillac’s official YouTube channel and Facebook page.
“The ad showcases what will make ATS a serious new challenger against the world’s best compact luxury cars,” said General Motors Global Chief Marketing Officer Joel Ewanick. “It’s an opportunity to reach a big audience with the message that Cadillac is expanding into new territory.”
The all-new ATS is Cadillac’s entry into the world’s most significant luxury car category. The straight pitch is a contrast to many Super Bowl ads, which use humor and other devices unrelated to the product being pitched.
“The car is the total focus of the ad, with actual testing footage of the ATS,” Ewanick said. “Competing head-to-head in an elite class requires authentic performance.”
The all-new 2013 ATS begins production this summer at the Lansing (Mich.) Grand River plant.