American automaker enlists Odell Beckham Jr and Emily Ratajkowski to star in the 30-second ad

Buick’s plan to become a bigger player in the US market is about to get a big jolt in the mainstream after the company announced that, for the first time in its history, Buick will roll out a commercial during the Super Bowl. The American automaker will present a 30-second ad centered on its “Experience the New Buick” campaign and featuring the Buick Cascada. True to its recent form of having famous athletes and celebrities serve as pitchmen for the brand, the Buick commercial will feature New York Giants wideout Odell Beckham Jr. and actress/model Emily Ratajkowski.

Like with most Super Bowl ads, we’re not going to get a good look at the commercial until at least a few days before the big game on February 7, 2016. But, rest assured, the mere presence of Buick during the Super Bowl is big enough to garner some attention for the Cascada. That’s normally the case when you have a commercial in the world’s biggest sporting event, which is expected to be watched by over 115 million people in the U.S. alone.

The new ad is also considered the beginning of a very aggressive year for the company, one that will be highlighted by the release of three new models, including the Cascada, Buick’s first convertible model in 25 years. Later in the year, the American automaker has also scheduled the release of the redesigned LaCrosse and the Envision compact crossover.

But, before all three models are launched, Buick will be present at the big game for the first time in its long and storied history with a 30-second spot that reportedly costs $5 million. It’s never been in this position before so the fact that the company is willing to spend all that money for a commercial is proof that it wants to start the year off on a high note and ride that wave of momentum throughout the year.

With the Cascada, LaCrosse, and Envision all due this year, there’s no better time and place for Buick to showcase to the global community that it’s back and is well on its way to become the automotive force it once was.

Continue reading for the full story.

Why it matters

As surprising as it was to hear that Mercedes wold be skipping Super Bowl 50, it’s nothing compared to the news that Buick would be making its debut in the game for the first in the company’s history. I’m not too familiar with the history of all the commercials that have ever aired during the Super Bowl, but I was a little surprised to find out that Buick has never had one.

Now that the American automaker is in the midst of a resurgence, it makes all the sense in the world for the company to finally make its long-awaited Super Bowl debut. Like I said, there’s no better place to have a commercial than the Super Bowl and that holds true even if the price for a 30-second ad has ballooned to $5 million. The price has become steep, but the return of having your commercial watched by close to 120 million people in the U.S. alone is the kind of exposure that you can’t get anywhere else.

Buick also played it smart by focusing its new add on the award-winning “Experience the New Buick” campaign. Since a lot of consumers still have some issues with the perception of Buick as a brand, the magnitude of a Super Bowl commercial allows the company to challenge these perceptions and set the record straight on why Buick is on the precipice of becoming a major player in the US automotive market.

And, as an added coup, the company’s decision to have Odell Beckham Jr., one of the game’s most exciting players, star in the ad should go a long way in establishing that “cool” label that Buick has been desperate to reclaim. Hopefully, the commercial itself is as good as it’s being advertised.

Buick Cascada

2016 Buick Cascada High Resolution Exterior
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Read our full review on the Buick Cascada here.

Press Release

Buick’s first-ever Super Bowl ad will bring the brand’s award-winning “Experience the New Buick” campaign to the biggest night in TV advertising. The campaign launched in 2014 and challenges consumers’ false perceptions of the brand.

The 30-second spot, scheduled to air during Super Bowl 50, features Buick’s all-new Cascada luxury convertible and stars New York Giants wide receiver Odell Beckham Jr. and actress/model Emily Ratajkowski.

The spot will be the first new Buick commercial to air in 2016, a year where the brand will launch three new products.

The Cascada, Buick’s first convertible in 25 years, arrives in dealerships in the coming weeks. It features an athletic and sculptural beauty that delivers a distinctive profile, whether the top is up or down.

Along with the perception-shifting Cascada, Buick showrooms will soon feature a redesigned LaCrosse sedan and the new Envision, a compact crossover. Both go on sale this summer.

“With sales surpassing 1.2 million vehicles globally for the first time ever in 2015, the Buick brand has never been stronger,” said Duncan Aldred, vice president, Global Buick Sales, Service and Marketing. “Super Bowl 50 represents a perfect opportunity for us to showcase our newest vehicles in a spot that delivers a mix of light-hearted humor and star-power to a global audience of millions of consumers.”

“We wanted talent that represented attributes of the Buick brand and design philosophy,” Aldred said. “For Buick, Odell Beckham Jr. represents unique talent and commitment to excellence that mirrors Buick’s commitment to performance. Emily Ratajkowski brings style which aligns with the Cascada’s design and adventurous spirit.”

"While I would love to be on the field during the biggest game of the year, I’m excited to co-star in Buick’s first Super Bowl ad," said Beckham Jr.

“I’m thrilled to be a part of Buick’s first ever Super Bowl ad.” said Ratajkowski. “I got to combine my love of sports, cars and fashion, while checking off a bucket list item – being in a Super Bowl commercial!”

The “Experience the New Buick” campaign was awarded the best luxury car campaign by Nielsen for the last two years. It is nominated again this year.

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