As far as the creativity of modern car ads goes, there are still very positive examples, and very negative ones. Thankfully, Cadillac has succeeded in making their promotional campaign for the ATS sedan just as bold and refreshing as the car itself.
They destroy several luxury objects by putting them through the same tests the ATS was subjected to, in order to test out their durability. Predictably, all get destroyed in the process, thus proving the car’s credentials…somehow.
Nevertheless, these “Luxperiments”, as Cadillac calls the, do emphasize the work which went into testing the ATS, thus ensuring it is a quality product, which is well suited for its intended purpose. This is a smart move by GM, as they are well-aware that smart advertising is just as important as the car itself.
Thankfully, in this case, the car seems to be good too, if we are to believe all of the reviews we’ve read. It’s lighter than its competitors, it looks sharp and the 272 hp two-liter turbo engine provides plenty of punch. One thing that was criticized on the ATS was the gear change on the manual cars, with the shifter being described as “imprecise” and “notchy,” detracting from the otherwise pleasant driving experience.
By Andrei Nedelea
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