Buick takes a page from the Snickers playbook in its 60-second Super Bowl commercial, as Cam Newton and Miranda Kerr step into ordinary people’s shoes—not because they’re hungry, but because someone didn’t believe the stylish car they just saw was a Buick.
The automaker told Adweek on Jan. 11 that it was planning to air a 30-second spot on Sunday’s game. Its upgrade to a :60 shows how happy the brand is with this year’s creative, developed by Engage M1 (the agency formed by the merger last summer of DigitasLBi Detroit and Leo Burnett Detroit to handle GM business).
The spot, which will air in the first quarter of Super Bowl LI, features Buick vehicles such as the Encore SUV and Cascada convertible, along with the theme, “That’s a Buick?”
See the spot here:
This is Buick’s second straight appearance in the Super Bowl, following its debut last year with a 30-second spot starring New York Giants wide receiver Odell Beckham Jr. and actress/model Emily Ratajkowski.
That formula of using a pro player and a supermodel clearly worked for the brand last year—the spot was a “tremendous success,” Buick director of marketing Molly Peck told Adweek—and is repeated here. (Buick is in the process of launching seven new models in under 24 months.)
“Buick is experiencing unprecedented sales success and consumer awareness backed by remarkable third-party quality and reliability validation,” said Duncan Aldred, vice president of global Buick sales, service and marketing. “Our latest vehicles like the Encore and Cascada belong in the spotlight on a global stage only the Super Bowl can offer.”
“Every time I take the field, I aim to shatter traditional expectations of the quarterback position,” said Newton, quarterback of the Carolina Panthers. “Buick’s doing the same thing with this ad, and I think everyone watching will love it. It was so fun going back to the Pee Wee field with such great kids.”
“I am excited to star in Buick’s Super Bowl ad this year,” added Kerr. “The commercial is fun and filled with some unexpected surprises, and showcases how beautiful and cool the Buick Cascada and Encore are.”
See a making-of video below: