Continuing with its “Experience the New Buick” advertising campaign, Buick will air a 30-second commercial during Super Bowl 50, its first ever Super Bowl spotlight. The brand couldn’t be more primed for a big ad, as it prepares to launch three new models, the 2017 LaCrosse, 2016 Cascada, and 2016 Envision.
“Super Bowl 50 represents a perfect opportunity for us to showcase our newest vehicles to a global audience of millions of consumers,” a Buick spokesperson said during an interview with Automotive News. Elaboration of the commercials was denied, but Duncan Aldred, vice president of Buick, did say that he thinks Buick has got at least one ad for the Cascada drop-top.
“From an advertising standpoint, we haven’t had any real new product to use,” Aldred said. This year “is really exciting because now we’ve got some fantastic new vehicles.”
So, It’s safe to say that the Cascada will make an appearance, along with the possibility of other vehicles. We’d wager that Buick will use the expensive 30 seconds – like $5 million expensive – to show off all the new sheet metal it can, and get people to see the “new” Buick.
Comments
Is spending $5m (plus production costs) on a re-born Sebring the best use of Buick’s budget?
Given the Cascada’s likely sales numbers, I have a hard time making sense of it. Super Bowl commercials get super-scrutinized: if it’s anything short of great, you can file it away with Cadilllac’s N’est Pas commercial, or the Escalade fashion runway Super Bowl train wreck.
Like I was saying, hope the commercial is really good, and does something for the brand. Anything short of that is a waste of $5 large.
I think the publicity for the model and more so the Buick brand is worth the $5M plus.
They could spend the same amount on 5 other advertising points and not get the same value as one Super Bowl commercial. That is why the 30 second spots are so expensive.
Buick’s message is ‘I can’t believe this is Buick.’ so showing a vehicle that no one would associate with Buick is the right move.
This is a new model so getting the word out is imperative. What better way than to make a big splash at the Super Bowl?
One more point is that the season for selling these will be upon us soon and they have to get the word out and then why not this venue where it will be seen by all types of people. Good for GM and Buick.
While $5Million may seem like a lot of money for a 30-second commercial; one has to remember that ratings for the Super Bowl will be easily over 110 Million viewers as it was estimated that last year’s Super Bowl had 114.5 Million viewers that’s up from 112.2 Million for 2014 as this means there will be a lot of eyes on the 2016 Cascada.
Hard to believe that’s the same GM that makes exciting cars like Corvette, Camaro, SS, CTS-V, ATS-V. Just who is the targeted buyer of such a boring looking car? And where is the excitement in a front wheel drive car? Is there someone at GM saying “enough excitement-we need some boredom around here.” Yawn…….
This is more of Buick seeking out the ‘whitespace’ in the market place. There is very little to compete with so there is good potential.
I like the look of the Cascada.