The second episode of Cadillac’s ATS launch campaign takes place in the Atlas Mountain Road in Morocco. And while the first episode, which took place in Patagonia, was all about machine vs. the wind, this second episode is all about machine vs. mountain.
The crew sets out to take 100 hairpin corners in a matter of 3 minutes, putting the ATS’ optional front Brembo brakes to the ultimate test all while facing the possible life-changing consequences of not being precise with the steering, brakes, and accelerator. The end result is 100 turns and a maximum ATS speed of 55.75 MPH in a total time of 3 minutes and 19 seconds:
And don’t you love the fact that the ad mentions “meeting with the locals” as well? Because luxury isn’t all about vroom-vroom, it’s also about culture… obviously.
Comments
This ad is such a waste of time. They got these 2 men on most of the ad, when it should be focused more on the ATS. WASTED OPPORTUNITY!
Does not make me think of a luxury Cadillac car ad to me…..more like a frat roadtrip…hope they change it up
I thought it was cool maybe cause i wish i was them LOL 🙂
i’m with Vernon…i started fast forwarding before a 3rd of the way in because i got tired of the two “commentators” and all the unrelated BS. SHOW ME THE CAR!! what a waste. and such an awesome road too.
and will someone please tell me how you have a road like that and a car as supposedly awesome driving as the ATS and there was absolutely no drifting, or wide angle shots showing the car devouring those curves or pirouetting around the cone at the end?
even when in motion we saw more of those two lame-oes holding onto the grab handles and quick shots of the dash than anything else.
meanwhile BMW shows a X5 drifting across a beach in slow motion and says…”we build the ultimate driving machine”…and Mercedes shows a rip snorting AMG sedan ripping it’s rear doors off after a mean ass burn out and exhibition of speed. or how about a C class with Rhys Millen behind the wheel doing a perfectly executed four wheel drift into a alley.
heck even Toyota of ALL PEOPLE has a FR-S tearing around a winding road displaying it’s handling prowess as it powerslides and pulls off perfect inertia induced 4 wheel drifts. all in the name of displaying it’s RWD drivetrain and factory engineered, handling awesomeness!
SMH, and Cadillac has two random guys blabbing while we are shown pointless random shots of Morocco.
Too much time spent with the driver/companion instead of the car itself, I think
Lets put it this way. you are aiming at the Germans, yet you got Beavis and Butthead wasting expensive ad time. Yet this ad is suppose to be about the ATS. If you wanted to put 2 guys in the ad, then why not put 2 guys who have reputations for buying or owning German Imports?. Or more time showing the car, and people of those Countries Cadillac, is higlighting and get their opinion instead of a biased one in these 2 men
I wanted to see more of the ATS, not hear from two rejected Top Gear USA hosts.
I don’t care what they have been scripted to say, even if it was accurate. I want to see art; namely, the ATS against stunning backdrops.
Grawdaddy….EXACTLY so. Just doesn’t say Standard of the World to me 🙂
Ya know, the more I look at these two vids, the more I am struck at how strong the aura of “upstart” is permeating from their pores.
it’s like the lame ass XTS commercials pointing out the Brembo brakes. Who the F cares! Brembos come standard on Hyundais now! That’s not anything to brag about. These commercials appear like something A new Chinese car company would do as it begs and pleads to be taken seriously as a luxury/performance company.
Fire your advertising company and go back to the drawing board Cadillac. Pleading for respect is not a good look for you, and with over 100yrs in the game, That’s something you have no business doing.
Your right Jz, GM should fire that Agency….You don’t go seeking respect, you build a good sound product. Aim for the top, don’t name your opponent, just go out there and go for it. Screw the mentioning of Brembo. This is not about some outsourced company, this is about the Cadillac ATS…….GM has not learned a thing in its advertising.
Yes, it is a CADILLLAC……act like it is one, please…………….
I just came back from Morocco. They built a super highway now from Tangier down through Agadir. You can see the old road from the freeway. It is an incredible journey not to be missed. Put it on your bucket list.
WOW I believe it. I have an ’08 CTS that I’ve hit 110 on straight a way and still had some whoop ass left—I love the ad; they point out that Cadillac has power and luxury to spare. Scoot over BMW.
China? Morocco? Tierra del Fuego? HUH? Didn’t anyone at GM/Cadillac realize that the vast majority of folks who may buy this car ARE GOING TO BE DRIVING IT IN THE USA?? DUH? Would have been a whole lot more beneficial (and a hellava a lot cheaper) to your “potential” customer base to see the ATS navigating the canyons of NYC, the boulevards of LA, or the shoreline of Chicago! Ya know – scenic spots where the ATS owners might ACTUALLY drive this car! The whole concept of this ad campaign is idiotic and insulting!
@honcho Boy do you have a lot to learn about marketing or what?!
The driver and companion add nothing in comment or expertise to the Cadillac brand. In fact, they bring a sense of concocted and phony adventure to the event. Better to show the car in the U.S. where the market exists.
We’ve seen the Top Gear Guys take on the world’s most dangerous roads with way more skill, excitement, and fun. I hate copy cats.
Forgot to mention it was the British Top Gear Guys not the Americans. British show gets it right while American version is again just a cheap copy.