CADILLAC ATS vs THE WORLD / Teaser
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 just 9 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.
Creative Lead: Mike Fetrow
Group Creative Director: Bruce Bildsten, Todd Riddle
Writers: Heath Pochucha, Jessica Walden-Morden
Art Director: Aaron Seymour-Anderson
Producers: Corey Esse, Jennifer David, Pat Sidoti
Production Company: Radical Media
Directors: Jeff Zwart, Joe Berlinger
Photographers: Shawn Michienzi, Francis Catania
Interactive Design Lead: Marc Stephens
Interactive Designer: Dan Swenson
ATS vs THE WORLD / Site