By Drew Johnson
Buick will introduce the world to its new Encore SUV this weekend via a nationally televised commercial. The TV spot will feature the pint-size Encore going head-to-head with the “dinosaurs” of the luxury segment.
In order to highlight the Encore's easy-to-park proportions and nimble handling, the ad uses dinosaurs to represent the typical behemoths associated with luxury vehicles. In the ad, the Encore easily squirts through small spaces that prove problematic for the larger dinosaurs.
“There’s a misconception in the luxury car market that the best amenities and technology are limited to larger vehicles,” said Tony DiSalle, vice president of Buick Marketing. “With vehicles like the Encore and Verano, Buick is redefining customers’ expectations with a great combination of content, efficiency and passenger space in a smaller overall package.”
Given the importance of the Encore's debut commercial, Buick went all-out to make the 30-second spot. Buick hired Tippett Studio, best known for its work on the 1993 blockbuster Jurassic Park, to create the life-like dinosaurs in the ad.
The ad will first air during ESPN's “30 for 30” on Sunday evening and will continue to run during the NCAA men's basketball tournament.
In order to highlight the Encore's easy-to-park proportions and nimble handling, the ad uses dinosaurs to represent the typical behemoths associated with luxury vehicles. In the ad, the Encore easily squirts through small spaces that prove problematic for the larger dinosaurs.
“There’s a misconception in the luxury car market that the best amenities and technology are limited to larger vehicles,” said Tony DiSalle, vice president of Buick Marketing. “With vehicles like the Encore and Verano, Buick is redefining customers’ expectations with a great combination of content, efficiency and passenger space in a smaller overall package.”
Given the importance of the Encore's debut commercial, Buick went all-out to make the 30-second spot. Buick hired Tippett Studio, best known for its work on the 1993 blockbuster Jurassic Park, to create the life-like dinosaurs in the ad.
The ad will first air during ESPN's “30 for 30” on Sunday evening and will continue to run during the NCAA men's basketball tournament.
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