To promote the 2013 Cadillac ATS and its amazing agility, Cadillac has launched a new commercial called 'Cadillac ATS vs. the World.' The exciting commercial shows the automaker's new luxury vehicle navigating and winding through extreme environments, such as the Moroccan desert and the Guoliang Tunnels in China and one of world's windiest areas, Patagonia in Chile.
Created by agency Fallon and showcasing the driving skills of champion racecar driver Derek Hill, the Cadillac ATS vs. the World commercial aims to position the 2013 ATS against other compact luxury cars like the BMW 3 Series. In this product category, consumers desire cars to be "fun to drive," and Cadillac hopes that this element has been successfully portrayed in the new ad, which will air during the opening ceremony of the 2012 London Olympics.
Extreme Driving Demos
The 'Cadillac ATS vs. the World' Campaign Tests the Agility of the Car
Trend Themes
1. Extreme Environments Driving - Opportunity for automakers to showcase the agility and performance of their vehicles in extreme environments, creating an emotional connection with consumers.
2. Luxury Car Marketing - Brands can differentiate themselves by highlighting the driving experience and positioning their vehicles as a fun and thrilling option in the luxury car market.
3. Celebrity Driver Collaborations - Partnering with professional racecar drivers to showcase the performance capabilities of vehicles can add credibility and excitement to marketing campaigns.
Industry Implications
1. Automotive - Automakers can leverage extreme driving demonstrations to highlight the capabilities of their vehicles and attract enthusiasts seeking high-performance options.
2. Advertising - Brands in the luxury car market can create captivating campaigns that showcase their vehicles' agility, attracting consumers who prioritize a thrilling driving experience.
3. Sports and Entertainment Marketing - Celebrity driver collaborations can create engagement and excitement around luxury vehicles, appealing to sports and entertainment enthusiasts looking for unique experiences.