| Title | 8.8 SECONDS |
| Brand | CADILLAC |
| Product / Service | GENERAL MOTORS CHINA |
| Category | A05. Cars & Automotive Products & Services |
| Entrant | McCANN SHANGHAI, CHINA |
| Idea Creation | McCANN SHANGHAI, CHINA |
| Production | BLACK + CAMERON Shanghai, CHINA |
| Name | Company | Position |
|---|---|---|
| NG TIAN IT | McCann Worldgroup shanghai | Chief Creative Officer |
| JOE ZHOU | McCann Worldgroup shanghai | Group Creative Director |
| STEVEN CHUNG | McCann Worldgroup shanghai | Senior Creative Director |
| ROBIN ZHANG | McCann Worldgroup shanghai | Associate Creative Director |
| LI TING | McCann Worldgroup shanghai | Copywriter |
| Liam Zhang | McCann Worldgroup shanghai | Art |
| David Wang | McCann Worldgroup shanghai | Art Director |
| Nemo Mao | McCann Worldgroup shanghai | Art Director |
| George Ooi | McCann Worldgroup shanghai | Producer |
| Alen Sun | McCann Worldgroup shanghai | Producer |
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.