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Golfer Tiger Woods makes his debut as pitchman for Buick with spots from McCann-Erickson set to air during the Buick Invitational tournament Feb. 12-13.
McCann’s spots take a comical approach and are intended to help broaden Buick’s audience among younger consumers, said Tony Derhake, Buick’s golf brand manager.
Tom Jump, Buick advertising and promotions director, said the media buy includes prime-time news and national cable channels. “It’s not just golf advertising, it’s mainstream,” Jump said. “Tiger is someone whose recognition transcends the sport.”
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