Cadillac ATS vs The World

Category: Automotive- Vehicles
Brand/Client: Cadillac / Cadillac
Lead Agency: Fallon
Contributing Agency: Carat

State of the brand's business

"You come at the King, you best not miss." —Omar, The Wire

The compact segment is the most important in the luxury car business. It accounts for over 40% of the total luxury car market (Source: Retail Registrations CY2011), and it's a segment in which cars tend to be bought for image and badge value. As one participant in our ethnography told us, "I don't know what car I have in my garage, but I know it's a BMW."

With the ATS, Cadillac was trying to break into this all-important segment for the first time in many years. Yes, Cadillac, the brand best known for making big, floaty boat-like cars for old people, was trying to market a quick, nimble, and fun-to-drive car for a young, striving, image-driven audience. Total disconnect.