The live broadcast of the upcoming Super Bowl 50 will mark the launch of Buick's first-ever ad during one of the America's biggest annual sporting event. The ad is part of the brand’s “Experience the New Buick” campaign, which was launched in 2014 to dispute consumers’ false perceptions of the Buick brand.
Buick will air a 30-second spot featuring the all-new Cascada luxury convertible, starring New York Giants wide receiver Odell Beckham Jr. and model Emily Ratajkowski. The timing of the ad, Buick's first this year, is well-calculated as the brand is set to commence sales of the Cascada in the next few weeks.
The American carmaker is also launching two more new products this year, particularly this summer, the redesigned LaCrosse sedan and the new Envision compact crossover. Duncan Aldred, vice president at Global Buick Sales, Service and Marketing, remarked that Buick managed to sell over 1.2 million vehicles globally in 2015.
He noted that the Super Bowl 50 is a perfect opportunity for Buick to showcase to millions of audience its newest vehicles in a commercial that combines light-hearted humor with star power. Aldred remarked that the stars chosen for the spot represented qualities of the Buick brand and its design philosophy.
He disclosed that Beckham Jr. embodies distinct talent and commitment to excellence, thereby exemplifying Buick’s commitment to performance. On the other hand, Ratajkowski represents style that that reflects Cascada’s design and adventurous spirit.
Beckham Jr. remarked that he is excited to co-star in Buick's first Super Bowl ad. Ratajkowski expressed the same view. For the past two years, the brand's “Experience the New Buick” won the best luxury car campaign award from Nielsen. The campaign is nominated again this year.