Buick Will Attend Super Bowl For The First Time
American automaker enlists Odell Beckham Jr and Emily Ratajkowski to star in the 30-second adby Kirby, on
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.
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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.
Read our full review on the Buick Cascada here.