Super Bowl 50 will kick off on February 7, and Buick will use the big game’s massive audience to get the word out about the new Cascada convertible. The the broadcast spot will be paired with a humorous digital campaign to advertise the convertible online.
Buick hasn’t released the 30-second Super Bowl commercial yet, but a teaser image shows that it stars New York Giants wide receiver Odell Beckham, Jr. and actress Emily Ratajkowski, known for roles in the films Gone Girl and Entourage. The ad is part of the “Experience the New Buick” campaign, which aims to position the brand to appeal to a younger demographic.
The brand also has Ellie Kemper, the star of Netflix’s hilarious Unbreakable Kimmy Schmidt and Erin on The Office, to sell the Cascada, Regal, Encore, and Enclave in a new online campaign. She plays an exaggerated version of herself and flirts with a guy who thinks Kemper owns Buick’s new convertible. The spot tries to capitalize on the quirky charm of the actor’s Kimmy Schmidt character.
Buick will cut the longer clip (below) into vignettes for ads on sites like YouTube. Buick spokesperson Crystal Wilson told Autoblog that viewers’ reactions to Kemper’s commercial have been “totally positive” so far.
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First-Ever Buick Super Bowl Ad Features Odell Beckham Jr. and Emily Ratajkowski
Latest “Experience the New Buick” ad spotlights new Cascada convertible
2016-01-26
DETROIT – 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.
Buick is an international modern luxury brand offering vehicles with sculpted designs, luxurious interiors and thoughtful personal technologies, along with responsive-yet-efficient performance. Buick is attracting new customers with its portfolio of award-winning luxury models in North America and China. Learn more about Buick cars and crossovers at www.buick.com, on Twitter @buick, on Instagram, or at www.facebook.com/buick
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Unbreakable Kimmy Schmidt’s Ellie Kemper Stars in Buick Digital Ad Campaign
Lighthearted vignettes showcase Kemper getting to know the new Cascada convertible
2016-01-25
DETROIT – Buick today announced the launch of a digital-only campaign for the new Cascada convertible starring Unbreakable Kimmy Schmidt star Ellie Kemper.
The campaign is a series of ad vignettes and a YouTube film that features Kemper in a series of lighthearted, humorous scenarios. Also, a “between the scenes” short shows Kemper attending a yoga class and sharing tips on how she stays camera- and convertible-ready.
Today’s campaign launch follows Buick’s recent confirmation that it will air its first-ever Super Bowl commercial during next month’s Super Bowl 50.
“Our Ellie Kemper series invites viewers to join her in discovering the new Cascada and today’s modern, approachable Buick brand,” said Duncan Aldred, U.S. Vice President of Buick and GMC Sales, Service and Marketing. “This innovative digital-only campaign is another example of how Buick surprises consumers and reach audiences in exciting new ways.”
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.
See Ellie Kemper starring alongside the Buick Cascada at www.youtube.com/buick
For more information on the Buick Cascada go to www.buick.com/cascada-luxury-convertible.
Buick is an international modern luxury brand offering vehicles with sculpted designs, luxurious interiors and thoughtful personal technologies, along with responsive-yet-efficient performance. Buick is attracting new customers with its portfolio of award-winning luxury models in North America and China. Learn more about Buick cars and crossovers at www.buick.com, on Twitter @buick, on Instagram, or at www.facebook.com/buick
Source: Google News Super Bowl Commercials
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