Buick confirms first Super Bowl ad to support launch of Cascada convertible

Article by Andrew Christian, on February 2, 2016

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.

Press Release

FIRST-EVER BUICK SUPER BOWL AD FEATURES ODELL BECKHAM JR. AND EMILY RATAJKOWSKI

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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