Keeping in line with its current brand messaging, Buick’s new Super Bowl ad features NFL MVP football player Cam Newton and supermodel Miranda Kerr.
The ad takes place during a pee-wee football game, with a small crowd of proud parents watching from the bleachers. A new Buick Cascada rolls into the parking lot, catching the attention of one of the parents, who tells his neighbor to avert his attention from his kid’s football game and to the car instead. Incredulous, his neighbor utters a familiar trope: “If that’s a Buick, then my kid’s Cam Newton.”
Enter: Cam Newton.
The NFL star then appears, replacing this guy’s son—where did the kid go?—and delivers a throw that drives its diminutive recipient skidding into the end zone. Everyone is stunned with disbelief and the parents erupt into applause. The same “if that’s an x, then I’m a so and so” trope repeats once more, and the ad ends with a referee comedically tripping over a table precariously placed by the sidelines.
A more traditional Super Bowl ad.
Unlike Ford’s Super Bowl ad, which tells an overall brand story and promise, Buick’s 90-second spot seems to be squarely focused on selling the Cascada and Encore. But due to the nature of Buick’s brand messaging—”That’s a Buick?”—wrapped into this ad, it’s working overtime: It’s both a brand story and sales pitch wrapped into a star-studded, cute TV spot.
Watch it below before it airs this Sunday.
