Cadillac has prepared a television commercial for the 2013 Cadillac ATS scheduled to air February 5 during Super Bowl XLVI.
The 30-second spot touts the ATS's on-road performance on Germany's Nürburgring circuit while boasting about how the compact luxury sedan was developed on the treacherous 14 mi (23 km) loop dubbed The Green Hell.
The voice over admits that the BMW 3-series, which Cadillac considers the world's best, was the target benchmark. However, the television spot ends with a corny double entendre that the ATS is better.
Taken from the video, "We developed the all-new Cadillac ATS on the Nürburgring, a grueling stretch of German asphalt known as "The Green Hell," to push both car and driver to their limits. So, if anyone tells you that Cadillac can't beat the world's best, just tell them to go to "Green Hell."
"The ad showcases what will make ATS a serious new challenger against the world's best compact luxury cars," said General Motors Global Chief Marketing Officer Joel Ewanick. "It's an opportunity to reach a big audience with the message that Cadillac is expanding into new territory."
The ATS is Cadillac's first honest stab at the premium performance sedan category. Contrary to the majority of Super Bowl ads that use humor or some kind of gimmick unrelated to the product, Cadillac decided upon a direct message instead that focuses on the ATS for the full 30 seconds.
"The car is the total focus of the ad, with actual testing footage of the ATS," Ewanick said. "Competing head-to-head in an elite class requires authentic performance."