Cadillac is taking square aim at the BMW 3-Series with a new commercial featuring the division’s latest ATS sedan. The ad will air during the Super Bowl this Sunday.
It wasn’t all that long ago that Cadillacs were reserved for the blue-haired crowd, but the luxury marque has manged to turn around its image in recent years thanks to vehicles like the CTS and CTS-V. Cadillac will continue its turnaround with the launch of its smaller ATS sedan later this year, with the 3-Series rival taking center stage in the brand’s Super Bowl commercial.
Titled “Green Hell”, the 30-second spot focuses on the ATS’ development at Germany’s Nurburgring. There are plenty of flashy shots on the ATS taking on high-speed corners, along with the proclamation that the car was “developed from the ground up to take on the BMW 3-Series.”
“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 2013 Cadillac ATS will begin production later this year.
