Looking to refresh its dowdy brand image, Buick will advertise for the first time on the Super Bowl in 2016, with a spot featuring New York Giants wide receiver Odell Beckham Jr. and model Emily Ratajkowski.
The 30-second spot, courtesy of Leo Burnett Detroit, will continue the "Experience the New Buick" campaign launched in 2014. It will feature the new Cascada model — Buick’s first convertible in 25 years — which will be arriving in dealerships later next month. The commercial represents a return to the Super Bowl for GM, which had no brands in the game in 2015.
Buick has been on a mission in recent years to reverse its fortunes by updating its image. In addition to the ad campaign, which features people unable to find Buick-driving friends because of their outdated perceptions of the brand, Buick is releasing three new models this year: the Cascada, a redesigned LaCrosse sedan and a compact crossover dubbed the Envision.
Though little is known about the content of the ad, Duncan Aldred, vice president, Global Buick Sales, Service and Marketing, said in a release it would deliver "a mix of light-hearted humor and star-power."
"We wanted talent that represented attributes of the Buick brand and design philosophy," he said. "For Buick, Odell Beckham Jr. represents unique talent and commitment to excellence that mirrors Buick’s commitment to performance. Emily Ratajkowski brings style which aligns with the Cascada’s design and adventurous spirit."
Buick is the 7th automobile brand to announce a spot in the Super Bowl, joining Hyundai, Toyota, MINI USA, Kia, Honda and Acura.
The Super Bowl ad will be the first that Buick airs in 2016.
Ratajkowski is a Victoria’s Secret model best known for her starring role in Robin Thicke’s controversial 2012 Blurred Lines video.