Cadillac has put together a new series of 60- and 30-second television spots for the all-new 2013 Cadillac ATS in which the new Cadillac confronts some of the world's extreme roads and treacherous driving conditions.
Don Butler, vice president of Cadillac Marketing said, "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."
"Cadillac ATS vs. the World," debuts online this week and includes 60- and 30-second television spots airing during the Opening Ceremony of the Olympic Games on July 27. "The films demonstrate the performance of the new ATS on a world stage, making it a natural fit for the Olympics."
The campaign includes short films, ads and photography, directed by Academy Award-nominated documentary film maker Joe Berlinger, and Jeff Zwart, an acclaimed automotive expert and film maker. The driver in the spots is Derek Hill, a champion race driver and son of Phil Hill, the only American to win the World Driving Championship. American actor and filmmaker Ross Thomas hosts the series, which includes short films highlighting aspects of the ATS and the cultures of the locations featured in the challenges.
"It took global scale and a directorial dream team to help us pull off a production of this magnitude," said Pat Fallon of Fallon Minneapolis, the agency behind the ad. "Jeff Zwart is one of the best car shooters in the world and Joe Berlinger is an Oscar-nominated documentarian with a great eye for human stories. A combination of talent like that is something that we just don't see that often."
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