Buick Counts on Rendezvous With Younger Buyer

McCann-Erickson’s creative work for Buick’s new Rendezvous plays up the hybrid character of the vehicle, which the General Motors unit is counting on to lower its near-geriatric demographic.

McCann’s TV spots broke last week and will run through the end of the year, said Jack Bowen, Rendezvous’ brand manager.

Both spots feature Tiger Woods, who until now has only appeared in commercials for the Buick brand and not for specific models. The agency plans another shoot with Woods in the fall, and it’s likely he will appear in other vehicle-specific spots, said McCann executive creative director Dave Moore.

The Rendezvous, which GM claims combines the ride a sedan and the ruggedness of an SUV, is Buick’s first serious at tempt to reach a younger demographic.