The Super Bowl brings dozens of commercials to television sets across the United States, making it a collective chance for brands to truly get a message across. Buick found success last year and aimed to pull a repeat during Super Bowl 51 with its “Pee Wee” advertisement.
However, not everyone was loving it. In fact, it’s already been subject to criticism by the United Auto Workers union. Specifically, Cindy Estrada, vice president in charge of the union’s GM department, voiced her displeasure on Twitter over the ad.
Can’t believe GM would feature foreign made vehicles on all-American Super Bowl @UAW
— Cindy Estrada (@CindyEstrada174) February 6, 2017
Estrada called out the brand for not featuring vehicles built in the United States, but rather, chose the 2017 Buick Encore and 2017 Buick Cascada. The Encore is built in South Korea, while the Cascada is built in Poland.
From a marketing standpoint, the vehicle choices do make sense, though. The Encore has become a white hot seller in a market craving for crossovers. Meanwhile, the Cascada remains the poster child for the “That’s a Buick?” motif.