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.
“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for this year’s ad, but did say it will continuing building upon the “That’s Not a Buick” motif, which pokes fun at outdated misconceptions of the brand.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.