Buick’s first commercial for its 2013 Encore features the small luxury crossover going against some heavy, pre-historic competition.
DETROIT- Buick’s first commercial for its 2013 Encore features the small luxury crossover going against some heavy, pre-historic competition.
The 30-second spot, called “Dinosaur,” features a young couple weaving through dinosaurs (representing “the age of the oversized luxury car”) in the newly released Encore. It ends with a voiceover saying, ''Clearly, the next big thing in luxury is small.''
The commercial is the launch ad for the new vehicle, which General Motors Co. sold 1, 571 units of in February.
“It really drives home this notion of maneuverability, the notion of Buick being a modern luxury brand and Encore being innovative in being able to bring luxury to the right size footprint,” said Tony DiSalle, vice president of marketing for Buick and GMC, during a media event Wednesday in Birmingham.
The ad is scheduled to make its television debut Sunday during ESPN’s ‘’30 For 30’’ episode on the North Carolina State Wolfpack's post-season run in 1983 that included winning nine do-or-die games in a row to eventually win the NCAA Men's Division 1 Basketball Tournament. The episode begins at 9 p.m.
“Dinosaur” marks the beginning of the brand’s strong presence during the 2013 NCAA basketball tournament and March Madness.
For a third consecutive year, Buick has partnered with the NCAA to be its “Official Partner of Human Achievement.” Besides a strong advertising presence during the tournament, Buick is hosting and sponsoring a number of events surrounding the tournament.
One of the most well-known things the brand his become known for during the tournament is the “Buick Human Highlight Reel.” The online collection and archive of short videos features former NCAA student-athletes who help those in need.
This year’s new stories include that of Marc Buoniconti and the Miami Project. Marc, the son of NFL Hall of Fame linebacker Nick Buoniconti, suffered a spinal cord injury that left him paralyzed from the neck down while playing college football at The Citadel. Marc’s story will debut Sunday at ncaa.com/buick.
"It's a unique partnership with the NCAA," DiSalle said. "March Madness is a fun time for us on the Buck brand."
Since launching in 2011, the site has published nearly 80 videos and usually attracts about 30,000 monthly visits.
This year, Buick will also celebrate the 75th anniversary of March Madness and the arrival of the 2013 Buick Encore with “Encore Performances” that will allow guests to the Final Four at Atlanta’s Georgia Dome to relive their favorite tournament buzzer beaters.
Buick is the NCAA's official partner of human achievement for a third consecutive year.Attendees will be able to view classic footage, then use steps marked on the floor to take a famous shot themselves. At the end, they’ll be able to view the two video clips side by side. Each successful shot will also result in a shoe donation to Samaritan’s Feet.
Samaritan's Feet is a global humanitarian organization providing 10 million impoverished children with 10 million pairs of shoes in the US and around the world. It’s founder, Manny Ohonme, is among those who have been featured in the “Buick Human Highlight Reel” in the past.
DiSalle said commercials for other Buick models, including the new ad featuring Shaquille O'Neal for the Buick LaCrosse, will continue during the NCAA tournament.
The 2013 NCAA men's basketball tournament begins March 17 with "Selection Sunday,'' and games start March 19. The tournament continues through April 8.
Officials said the partnership and ad blitz during the basketball tournament has helped Buick's sales, exposure and image, as it overhauled its product portfolio in recent years.
During the 2012 NCAA basketball tournament, the brand focused its advertising on the then-new Buick Verano.
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