Buick is joining the Super Bowl ad party for the first time ever. And it will use the expensive showcase to spotlight its new Cascada convertible.
Buick will air a 30-second commercial during Super Bowl 50. It features the Cascada and stars New York Giants wide receiver Odell Beckham, JR. along with actress/model Emily Ratajkowski.
Not only is it the first Buick commercial to ever run in the Super Bowl, it’s also the first commercial Buick will air in 2016.
Buick plans to launch three new vehicles this year. The Cascada arrives first. It is the automaker’s first convertible in 25 years and will hit dealerships in the coming weeks. Buick will also roll out a redesigned LaCrosse sedan and new Envision compact SUV in 2016. Both go on sale this summer.
Buick set records – as did many automakers – in 2015. It sold more than 1.2 million vehicles globally last year. It hopes to attract even more buyers with its upcoming ad.
“We wanted talent that represented attributes of the Buick brand and design philosophy,” Aldred said. “For Buick, Odell Beckham Jr. represents unique talent and commitment to excellence that mirrors Buick’s commitment to performance. Emily Ratajkowski brings style which aligns with the Cascada’s design and adventurous spirit.”
“While I would love to be on the field during the biggest game of the year, I’m excited to co-star in Buick’s first Super Bowl ad,” said Beckham Jr.
The Cascada marks a big move for Buick in the U.S. and it tries to liven up the brand and attract younger buyers. The convertible was originally conceived for Europe and first sold under GM’s Opel brand. Built in Poland, it’s imported into the United States. The Envision is imported from China.