Thrilled With Its Super Bowl Debut Last Year, Buick Returns for an Encore

GM brand preps a :30 for the first half

Headshot of Tim Nudd

Buick is officially a fan of the Super Bowl.

The General Motors nameplate told Adweek on Wednesday that it has bought a 30-second spot on Super Bowl LI. The decision comes a year after the brand made its big-game debut with a spot starring New York Giants wide receiver Odell Beckham Jr. and actress/model Emily Ratajkowski.

Molly Peck, director of marketing at Buick, shared metrics from last year’s spot and said the brand was thrilled with the performance of the comedic :30.

The ad led to a 50 percent increase of traffic to on game day last year, and a 100 percent increase the day after the game, she said. Visits to the product page of the Cascada luxury convertible, which was the subject of the ad, rose 960 percent.

The spot was also the fourth most TiVo’ed of the game, Peck added.

“We had tremendous success,” she said. “Getting out in front of 100 million people, we really saw the results, and people took notice.”

The new spot will be created by Engage M1, the agency formed by the merger last summer of DigitasLBi Detroit and Leo Burnett Detroit to handle GM business.

Peck would not divulge details of the creative for the new spot, but said it will be part of a campaign that’s been in market since 2014 and “continues to pay off.”

The ad will run during the first half of the game in a “really great placement that we’re very happy with,” she said. It will also continue Buick’s tradition of “featuring great products, and giving consumers a smile.”

The ad will be relased online before the game, though an exact date has not been revealed.

Buick’s other advertising in 2016 appealed to millennials by featuring well-liked young celebrities including Ellie Kemper and Max Greenfield.

Check out the brand’s 2016 Super Bowl spot below:

For more Super Bowl LI news, check out Adweek’s Super Bowl Ad Tracker, an up-to-date list of the brands running Super Bowl spots and the agencies involved in creating them.

@nudd Tim Nudd is a former creative editor of Adweek.