Cadillac ATS Challenges the World in New Film Series

July 18, 2012 1:39 pm ET

Cadillac will introduce the all-new 2013 ATS via a series of dynamic films in which the new luxury sport sedan confronts some of the world’s extreme roads and treacherous driving conditions.

“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 cinematic adventure takes the ATS from the deserts of Morocco, to the streets of Monaco, to the Guoliang Tunnels in China and windswept Patagonia, Chile. Each challenge showcases aspects of the car’s agility, driving performance and efficient design.

“Completely new from the ground-up, ATS is Cadillac’s bold entry into the most significant segment of the global luxury auto industry,” says Don Butler, vice president of Cadillac Marketing. “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.

“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.

Here’s a sneak peek:

Click HERE to read more about Cadillac ATS vs. the World.