This new Cadillac commercial shows why a contrarian belongs behind the wheel of a 2016 Cadillac ATS.
Contrarian is “a person who opposes or rejects popular opinion, especially in stock exchange dealing”. Thanks, American Oxford Dictionary.
With that in mind, we are able to see the contrarianism in the man jogging outdoors while it’s snowing, as that certainly opposes the habits of most. Hopefully his beard is helping to keep him warm. The same idea applies to the young lady in the coffee shop, who was able to take her eyes off of the screen of her laptop and turn her head away from whatever interesting conversation she was part of, just in time to see the sleek and stylish ATS.
And we must mention that in our opinion, the ATS Sedan simply looks astonishing in the 30-second clip as it navigates city streets. Astonishingly good, in fact.
We’re certain that automotive enthusiast contrarians have already placed their orders for the Cadillac ATS-V and its jaw-dropping looks, excellent driving dynamics, and 464 horsepower and 444 pound-feet of of torque from the Twin-Turbo 3.6-liter V6 LF4 engine. But those who are not necessarily looking for all the oomph or otherwise do not need it will likely be a-ok with a non-V ATS model such as the one shown in the spot.
So, check out the commercial and let us know if our interpretation seems suitable by commenting.
Comments
I’m just a sucker for that big fat cat Caddy emblem on the front. I’m not a fat cat car person but I can live with that proud logo up front. In your face, –ckers!
😉
Yeah, I agree. It’s gorgeous.
Is it me or should a car commercial emphasize the features of the car?
Still not a fan of this advertising direction.
The goal is to build the brand first, which is what this ad does… though one could argue that building awareness in product (features) goes hand in hand with building the brand.
We should see more Cadillac advertising soon. And hopefully it will attack on both fronts – brand and product.
Launching a car with a lease offer isn’t ‘luxury’.
Nothing contrarian about going straight for the sell – that’s the GM way.
‘Dare Greatly’ seems to have disappeared.
And that 8-block radius in Soho is starting to feel repetitive and claustrophobic.
Car looks good. Commercial’s pretty pedestrian.
Over half of the vehicles sold in this segment are leased.
It is very common to see a lease program here with most luxury makes.
Between the pricing and the fact many can write it off as a business expense they are very popular with this segment.
Often it is call a “Generous Lease Plan”.
Yes, I understand the attraction of leases.
But I don’t understand why Cadillac, who’s understandably interested in margins vs. volume, would introduce a new model with a :20/:10 lease offer. Or why they’re already walking away from Dare Greatly.
And, there’s nothing at all ‘contrarian’ about launching with a lease deal.
Pricing is what banner ads are for.
A lease deal commercial straight out of the box makes Cadillac no different than Buick or GMC.
Sad to watch Johan get sucked into the same-old GM way. Slo-mo car porn of a car looking for a non-existent parking spot in Soho, or lost, looking for the Holland tunnel. And a $269 lease deal. Nothing luxurious or contrarian about the good old GM rubber-stamp, hurry in approach.
Guess it’s a step above Buick, offering deals on ‘vehicles that have been in stock the longest’.
269.00 a month and you get an anemic 2.5 liter 4 cyl. Cadillac…..WOW !!
Look at the down payment amount. They are here to sell cars after all, not talk about selling cars.
The 2.5 is fine as the base. Go have a look at what the BMW 320i offers.
OK, so what’s in gonna be? Lower volume and higher margins?
Or do we start to deviate from the luxury approach and cast a wider net to enhance sales?
Leading-off with a lease-deal, brand/retail combo doesn’t seem like the approach Johan was initially taking. Can’t speak for BMW, other than what we saw in the news today:
“BMW Group vehicle sales increased to a record monthly high of 191,651”.
191k in a month isn’t far behind Cadillac’s YTD global sales.
Not being a d**k, but it’s hard to imagine consumers re-assessing Cadillac if their marketing isn’t as special as the cars.
What it’s “gonna be” is years of consistent product, marketing, and customer service excellence. Let’s not call success or failure based on one ad, one month (or even a year) of sales results, a change in incentives, or whatever other short-term performance metric.
This takes time. A long time. And it will be worth it by the time it’s all said and done.
Still cannot believe Cadillac hasn’t either changed the gauges or at the very least, offer the re-configurable ones as an option. I just DO NOT UNDERSTAND IT!!!
Glad they are showing more upscale models in the ads now. One of my biggest gripes with past ATS commercials is that they would always feature an example that did not include the LED and HID headlights. They are one of the key design features that grab attention and that is the purpose of these ads; to grab attention.
honestly its nice to see a higher trim model in the commercial, instead of the usual base models shown in almost every other commercial from Cadillac. however I truly believe solid marketing would help the brand. these short clips of just the exterior are not working, building a reputation for a new lineup of vehicles needs more details of car features, brag about the new efficient V6 with a new 8 speed auto, or the updated cue with android and apple integration. tout the magnetic ride that is optional in every model, tout the CTS and how its hundreds of pounds lighter than the competition and offers a 420 hp TT engine.. I really cant understand what the issue is with these guys in the marketing area. these new caddies are some of the best products to come from GM why not brag about it?
Well – tv’s good to let mass audiences love you.
Longer format (YouTube, FB, etc) is where you’d tout more details, for people who are interested to find out more.
Print ads in buff books. Mobile and Internet tell you the where’s and how much’s. Newspaper used to be used, but their readership’s way down.
Anyway, media offers the right places and opportunities to feature prices, deals and news of the moment stuff, like car of the year, or stuff that’s immediately newsworthy.
TV’s good for appointment viewing (sports, oscars, Emmys – cma awards for trucks). There are better places for people to learn more than cramming best-towing capacity in a :30 tvc.
Getting the carmakers to understand that is another matter.