Cadillac will use the Olympic Games as an opportunity to introduce their new ATS sports sedan to the world. They are going to do that with a series of videos they made, called ‘Cadillac ATS vs The World’ to be aired during the games as 60- and 30-second television spots. The ads show the ATS taking on some of the world’s extreme roads and treacherous driving conditions.
They literally went around the world to make these films. The ATS meets challenges all around the globe from the deserts of Morocco, to the streets of Monaco, to the Guoliang Tunnels in China and windswept Patagonia, Chile, and each challenge will showcase an aspect of the car’s brilliance. Here’s a trailer to show what it’s all about:
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.