‘Seizing It’, Starring The 2015 Cadillac ATS Sedan: Ad Break
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Why do people want a luxury car? Do they want it for the nicely-appointed cabin, superior driving dynamics and better performance, or do they want to show their friends and co-workers just how well their place of employment pays them?
For most people, it’s probably a mix of both. But Cadillac’s new commercial for the 2015 ATS asserts that their luxury compact isn’t just a performance sedan or a status symbol, but a “powerful reflection of your drive to succeed.”
This ad, which is a sister spot to Coding It, appears to be aimed at young businessmen and other professionals that may be rising through the ranks in their careers. As the ad says, these individuals don’t need people to tell them they are successful, as they are busy “seizing it,” or working towards their goal. Maybe once they’ve reached the top position in their respective field, they’ll make the step up to a CTS or the impending CT6.
Cadillac recently switched ad agencies from the Interpublic Rogue group to Lowe and Partners Worldwide, with this spot being a Rogue brainchild. Check it out below and let us know what you think in the comments.
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I gotta say that this is an excellent commercial because they show a high stylish luxury car while at the same time the narrator talked about success thru hard work.
However, I am not too convince if changing ad agencies is the right thing to do to soon. Does the Cadillac division have the say so with ad agencies of how they want their commercials played when it comes to their cars rather than just sit and let the ad agency tell them how the commercial will come about?
Well done on messaging, however the optics need to be moved upmarket. Other than the initial “ATS vs. the World” campaign and the recent “Irrestible” ad, Cadillac uses the base model when they should put their best foot forward in the form of the Premium model. The segment and market they’re targeting responds to an aspirational, exclusive product and the Premium ATS meets that best.