Carolina Panther quarterback Cam Newton didn’t make it back to the big game this year, so he used his talents to help a crew of Pee Wee footballers in Buick’s Super Bowl spot to tout the Cascada and hot-selling Encore.
Buick’s 60-second spot featuring Newton and supermodel Miranda Kerr is slated to run in the first quarter. To reach younger buyers and extend its Super Bowl storyline, Buick is the first auto brand to leverage ads within Instagram Stories -- a feature where users post photos and videos that remain visible for 24 hours before disappearing. Instagram says 150 million people use Stories each day.
Buick, which aired its first Super Bowl ad in 2016, is sticking to its football player/supermodel formula. Last season, the brand deployed New York Giants wide receiver Odell Beckham Jr. and Emily Ratajkowski in a spot that pushed the Cascada convertible, which went on to post U.S. sales of 7,153 in 2016.
Buick decided to package the Cascada with the Encore this year because the vehicles are its leading conquest models, said Molly Peck, the brand’s director of marketing and advertising. Nearly half of Buick’s U.S. buyers overall, Peck says, come from non-GM brands.
Peck said the Super Bowl spot aims to appeal to everyone, from young people to families. The spot follows the same blueprint of Buick’s ads in recent years, which are known for quirky theme music and people doubting whether they’re actually seeing a Buick.
Buick invited several youth football squads and their coaches to participate in the commercial. Peck added that the “sport red” Cascada in the spot is the convertible’s newest color.
The ad debuted Tuesday night on CBS during the "Super Bowl's Greatest Commercials" special.
“Within our Buick voice, it’s very much like our Buick campaign. It’s just done so in a bigger way for the Super Bowl,” Peck told Automotive News. “We’ll connect with people who like sports, who like Cam Newton. We’ll connect with people who just like advertising during the game.”