Buick shows off Cascada in Super Bowl 50 wedding ad
General Motors Co. introduced the new Buick Cascada to America during Super Bowl 50 with the help of two celebrities and a wedding.
The 30-second spot featured New York Giants wide receiver Odell Beckham Jr. and actress/model Emily Ratajkowski attending a wedding, where the bride and groom drove off in the two-door convertible, which is arriving in dealerships.
During the ad, Ratajkowski makes a diving catch for the bride’s bouquet of flowers, and tosses it to Beckham. Wedding attendees then talk about how she “Odell-ed it.”
“The Big Day” ad – Buick’s first-ever Super Bowl spot – was part of the brand’s “Experience the New Buick,” which the automaker has continued to use in recent years to help reshape the brand’s image.
“I can’t believe that convertible's a Buick,” says one groomsman. “That convertible’s a Buick?” questions another groomsman.
Buick is one of nearly a dozen automotive brands that aired more than 10 minutes of ads during Super Bowl 50. Others included Acura, Audi, Honda, Hyundai, Kia, Mini and Toyota. Fiat Chrysler Automobiles NV also is expected to air two ads during the game.
All except Buick, Toyota and Fiat Chrysler released their commercials online prior to the game, as they get as much traction as they can for the millions of dollars they are spending.
Market research firm Kantar Media reports that over the past 10 years, Fiat Chrysler has been the third-biggest spender during the Super Bowl: Anheuser-Busch InBev is tops at a combined $278.3 million; Pepsico Inc. spent $172 million; Fiat Chrysler spent $139.9 million; Coca-Cola Co. spent $118.4 million; and General Motors Co. spent $86.8 million.