Cadillac is aiming to make a big splash with its BMW 3 Series fighter, launching a new miniseries of documentary style ads during the opening ceremonies of the London Olympics.
The appropriately named “Cadillac ATS vs the World” trailer will incorporate the brand’s desire to reestablish itself as a benchmark in the luxury segment while a cast of characters drives the sports sedan on some of the world’s most challenging and picturesque roads. From the deserts of Morocco, to the Guoliang Tunnels in China and even the Monaco F1 circuit.
“Completely new from the ground-up, ATS is Cadillac’s bold entry into the most significant segment of the global luxury auto industry,” says Don Butler, VP of Cadillac Marketing. “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. The films demonstrate the performance of the new ATS on a world stage, making it a natural fit for the Olympics.”
Coming together on the project are Academy Award-nominated documentary film maker Joe Berlinger with filmmaker and auto expert Jeff Zwart. Hosted by Ross Thomas, driving is done by Derek Hill, son of Phil Hill, the only American to ever win the World Driving Championship.
Hitting dealerships this summer, the 2013 ATS starts from $33,900, while a mid-level 2.0T engine will deliver a 0-60 time of 5.7 seconds. See details specs on the 2013 Cadillac ATS here