Mario So Funny

DETROIT — The 2013 Cadillac ATS targets the BMW 3 Series and shows off at the Nürburgring’s Green Hell in a 2012 Super Bowl commercial previewed on Monday. Unlike many auto advertisers, which are using sex, humor and potty talk, Cadillac said it is making a “straight pitch” to consumers with the ATS ad.

The Cadillac ad is part of a larger trend of automakers pitting themselves against the competition in the 2012 Super Bowl advertising extravaganza. In another Super Bowl commercial released on Monday, Korean automaker Hyundai targeted Porsche. The Korean automaker said it is highlighting “performance” in the Super Bowl ads. Hyundai’s “Faster Acting” Super Bowl ad features the 2012 Genesis R-Spec sedan and takes aim at the Porsche Panamera Turbo S. Both Hyundai and Cadillac emphasized that they are highlighting performance in their Super Bowl commercials.

“The ad showcases what will make ATS a serious new challenger against the world’s best compact luxury cars,” said Joel Ewanick, GM’s global chief marketing officer in a statement. “It’s an opportunity to reach a big audience with the message that Cadillac is expanding into new territory.”

The Cadillac ATS ad says the car “was built from the ground up to take on the BMW 3 Series.”

“If anyone tells you that Cadillac can’t beat the world’s best, just tell them to go to Green Hell and see for themselves,” it adds.

Other automakers, such as Toyota, are opting for the humorous approach. Toyota on Monday previewed its 2012 Camry ad for the Super Bowl, which features the word “poop.”

The 2012 Super Bowl will reach an estimated 100 million viewers, according to media estimates. About 30 advertisers are expected to spend an estimated $230 million for air time during the big game.

Inside Line says: Cadillac opts for the no-nonsense approach with its 2012 Super Bowl ad for the ATS — and throws down the gauntlet to BMW.