To convey the outstanding performance of the new Cadillac ATS-L. Particularly highlighting its acceleration power from 0 - 100 kilometers in 6.2 seconds.

While every car ad will show the product from beginning to end, we chose to show speed by using the medium to our advantage. We wanted to do a true full demonstration of the ATS-L’s acceleration prowess from 0 - 100 kilometers in 6.2 seconds. As a result, it has left us with 8.8 seconds of a lull in a 15 second spot, further dramatizing the powerful take off of the new ATS-L.