What do you think of when you here the word “Cadillac”?
Do you associate the brand with the words “fun”, “hip”, or “adventurous”? For decades the Cadillac brand has been associated with luxury, and unfortunately, old people.
Cadillac’s new campaign for the 2013 Cadillac ATS is attempting to re-brand the car company for a younger, more rambunctious crowd. “ATS vs. The World”, which is aimed at younger consumers, strives to convey the message that Cadillac’s new compact sedan is fun to drive. According to Cadillac’s director of advertising, conveying this message is easier said than done.
The campaign, which debuted during the 2012 Olympic Games, has been bombarding audiences with sights and sounds that attempt to thrill and inspire. The first spot in the campaign features some death defying driving by Formula 1 driver Derek Hill in such exotic locations as Morocco, Monaco, and China.
The spot urges viewers to “follow the adventure”, which includes a trip to Patagonia.
ATS vs. the Winds of Patagonia
Not only do the ads demonstrate and test the features of the car, but they strive to convey the message that the ATS is fun to drive. The spots have a much less formal vibe to them than previous Cadillac campaigns. They take on a documentary style in which most of the dialogue is ad-libbed.
Personally, I have found each Cadillac ATS commercial thrilling to watch. They portray an authentic sense of danger and excitement, while showing consumers that the ATS can handle anything that the world could possibly throw at it. Next time you find yourself behind a Cadillac on the road you may have trouble keeping up.
