Buick will advertise during the Super Bowl for a second consecutive year with a new athlete-supermodel duo.
The General Motors Co. brand is scheduled to air a 60-second commercial Sunday during the first quarter of Super Bowl LI for the 2017 Encore and 2017 Cascada that features Carolina Panthers quarterback Cam Newton and supermodel Miranda Kerr. Last year, New York Giants wide receiver Odell Beckham Jr. and actress/model Emily Ratajkowski were featured in the brand’s first-ever Super Bowl ad.
The ad — titled “Pee Wee” — takes place at a pee-wee football game with two dads watching their children play. As a Sport Red Cascada ST featuring a Dark Effects package pulls into the parking lot, one of the men says, “Check out that Buick.” The other replies, “But if that’s a Buick, then my kid’s Cam Newton,” and the father’s son who plays quarterback turns into the reigning National Football League MVP.
The full-grown Newton is hiked the ball. He then stiff-arms and dodges the children on the “Rhinos” defense before throwing the ball to one of his wide receivers who is propelled into the end zone. Newton and his “Sharks” teammates celebrate with chest-bumps.
“Every time I take the field, I aim to shatter traditional expectations of the quarterback position,” Newton said in a statement. “Buick’s doing the same thing with this ad, and I think everyone watching will love it. It was so fun going back to the pee wee field with such great kids.”
An Encore arrives toward the end of the commercial, with the coach of the “Sharks” saying, “If that’s a Buick, then I’m a supermodel.” He then turns into Kerr.
The ad debuted Tuesday night during a CBS special on the greatest Super Bowl commercials. It is a continuation of the brand’s “Experience the New Buick” ad campaign, which aims to reset expectations about Buick’s modern vehicles.
Buick officials said vehicles were chosen for the ad because they are the lineup’s best for bringing new customers to the company.
“Our latest vehicles like the Encore and Cascada belong in the spotlight on a global stage only the Super Bowl can offer,” Duncan Aldred, vice president of global Buick sales, service and marketing, said in a statement.
The commercial was originally scheduled to be 30 seconds long. However, officials decided it played better at a minute and purchased more time, according to Buick spokesman Stuart Fowle. He declined to comment on how much the ad cost to air during the game.
The average price for a 30-second advertisement in this year’s Super Bowl game is expected to be higher than the record $4.8 million in 2016, according to market research and insights firm Kantar Media.
Buick is expected to be the only GM make to advertise for the Super Bowl. Other confirmed auto brands for the game between the New England Patriots and Atlanta Falcons include Ford, Hyundai, Kia, Lexus and Honda.
Fiat Chrysler Automobiles NV, which has become known for its Super Bowl advertising since a 2011 ad featuring Detroit and rapper Eminem, declined to comment on its plans Tuesday.
In recent years, the Italian-American automaker has released its plans for the Super Bowl on the Thursday or Friday before the game.