Cadillac built the ATS from the ground up to go head-to-head with the best luxury sports sedans in the world. But how do you prove to the world that this isn’t your grandpa’s Cadillac? Simple, you take it around the world and challenge the most challenging roads on earth.
The global campaign featured a dozen commercials, twenty short films and numerous multimedia extensions including a microsite, experiential and interactive print. We launched everything during the 2012 London Olympics and Cadillac took gold, stealing the show from official sponsor BMW.
Here’s a small smattering of the four-month production and the campaign that turned Cadillac into the fastest growing brand in America.