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

GM brand preps a :30 for the first half

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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 Buick.com

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