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Ad Break: “Big” Shaq Is Back For Thirds In The Buick LaCrosse

Shaq has 15 nicknames with the word “big” in it, including Big Shaqtus, Big Aristotle, Big Shamrock, and The Big Maravich, among others. The reason for all of those is quite simple: Shaq is one big dude. So big, in fact, that he is able to kiss a (male) valet on the top of the forehead (umm, okay…) without even trying, get into a Carbon Black Metallic Buick LaCrosse, and then state — with a (big, pun intended) grin — that the car “makes [him] look sexy”. Like so:

Entitled Big, this is Buick’s third ad featuring Shaq and the second-generation LaCrosse, following Oh Effect and More. Big follows two Peyton manning ads for the 2013 Verano — Audibles and Blindside.

The GM Authority Take

Say what you will about using celebrities to promote products… this — to me — is Buick’s best Shaq ad to date. Not only is Shaq more entertaining (just look at that kiss!) and personable (nice smile!) than he was in Oh Effect and More, but the spot also shows more of the handsome LaCrosse, which — this time — is in a higher-spec trim, rather than the base model with the rather unattractive standard wheels (as seen in Oh Effect and More). Nice going, Buick… wouldn’t you say?

GM Authority Executive Editor with a passion for business strategy and fast cars.

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Comments

  1. I love Shaq he is a really good guy but I never understood the Buick angle.

    I know he fits but he does not look all that comfortable an we all knows he would rather be out in his Bentley.

    I wish GM would just concentrate on Buicks cars and let them sell them self’s as this is not a deodorant or Gold Bond here.

    I am pretty anti celebrity on most cars as I could care less what paid spokesman they have as I know they would not own one unless GM gave them one.

    If GM needed to use Shaq at least put him in something he would really own and drive like a Escalade or Enclave. At least be convincing of what he would really own and drive.

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  2. I just don’t get the ads with Shaq and the Buick Lacrosse. When you see him in the vehicle, he totally overwhelms the interior space as he states that it has so much room and comfort ( his left knee is almost near the top of the steering wheel as his head nearly brushes the headliner). That seems at odds with what you are seeing as he is talking.

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  3. Is it just me or what? I couldn’t help but notice how high and far back he’s riding in relation to the post between the doors etc.

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  4. Oh, by the way I do like this commercial as much as the others.

    Reply
  5. He makes the interior look very small. Seat way back and reclined, leg bent like he has to do that to fit. This has been the case in all ads with him. Why not get a person people THINK is big and have him talk about the rooming. Jean Claude Van Damme for example. (bad choice, but you get the idea — he’s really only 5’9″)

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