Buick has made tremendous strides surrounding its perception and branding. All of that came to a crescendo with the brand’s first-ever Super Bowl commercial in 2016, which featured Odell Beckham Jr, Emily Ratajkowski and the Cascada convertible.
The money spent must have shown results because Automotive News reports Buick will return again for the 2017 Super Bowl with a new 30-second advertisement.
“We’ve reached halftime in our new product rollout as we enter 2017 and are excited to again be a part of the big game as we continue to grow awareness and shift perception of our brand,” Buick said in a statement.
Last year, Buick introduced four new products as part of its seven new or refreshed products in the pipeline. This year, at least two of them should be arriving; one will likely be the 2018 Buick Enclave and the second will be the 2018 Buick Regal. Buick’s premium brand, Avenir, will also arrive in 2017, which will take a page from GMC’s Denali division.
Buick has not revealed details on what it has planned for this year’s ad, but did say it will continuing building upon the “That’s Not a Buick” motif, which pokes fun at outdated misconceptions of the brand.
A 30-second spot during the Super Bowl is reportedly going for $5 million this year.
Comments
Mmm, I hope they didn’t commit to OBJ for this one – after his boat trip and Packers performance, he’s veering out of his lane. Still can’t justify the expense for Buick unless it’s great. And last year’s wasn’t.
Down vote as you wish.
But the commercial was a dud, (Bottom quartile in most SB rankings). Granted, Emily Ratajkowski was a good choice. But paired with Odell Beckham, who’s shaping up to be in the Ndamukong Suh head case club … I hope they passed on OBJ this year.
From a numbers standpoint – I’m sure they can justify the expense somehow , but two celebrities, production costs and media placement for a midrange “halo” car that sold 7000 in 2016 … a rebadged, Polish-made drop top … Encore is Buick’s hit. Envision probably will be. But everything else was in the red.(OK, Cascada went from zero to 7k – NMF – no meaningful figure).
A halo car – if that’s how they’re seeing this – needs a halo commercial. Not an ok-ish thing that costs
$8-10m for one airing. Here’s hoping it’s something special – but based on that (getting tired) ‘that’s not a Buick’ line (yes, it IS a Buick – didn’t you see last year’s Super Bowl commercial, or the Kimmy Schmidt, corny on-line stuff?.
I’m not getting my hopes up too high.
My ‘down vote’ was due to your statement that the superbowl ad was not justifiable.
Even though Buick chose to feature the Cascada the Superbowl for advertising is about exposure and in this reaching people that would not normally be exposed to Buick products.
The Superbowl is viewed by somewhere half a billion people worldwide,
Keep in mind that Buick was the only GM brand to realize a year over year increase in sales for 2016 compared to 2015.
I think it was money well spent.
Agreed. A ton of exposure. It drove a lot of people to Buick’s website.
The money spent/audience reaction is amplified if the commercial is pretty awesome, though.
Here’s hoping the 2017 version is a couple of notches above last year’s effort.
Josh Peck was recently doing some twitter ads for Buick. GM/Buick marketing if you see this… please god no more Josh Peck…..
I don’t bother to watch the Super Bore or the lame commercials.
Good day everyone
Buick could benefit from taking inspiration from the masters of marketing: Chrysler. The “Imported From Detroit” Superbowl commercials with Eminem and Clint Eastwood along with the Dodge “Predators” commercial are among the best I have ever seen! Buick need to really try and get peoples’ attention.