Thursday, July 26, 2012

Buick is living large

I've been seeing a lot of the new Buick campaign featuring sports stars Shaquille O'Neal and Peyton Manning.

Like all good endorsements, these spots leverage each of the all-stars' unique characteristics – Shaq is famous for being big and Manning for calling audibles in a highly demonstrative manner – to highlight important features of each car.

Still, it's not my favorite campaign for a few reasons.

First, does anybody really believe that either Mr. O'Neal or Mr. Manning would choose to drive a Buick were they not paid to do so?

Second, the performances while not bad, are about what you'd expect from your basic celebrity endorsement.

And third, at 7'1" and 6'6" respectively O'Neal and Manning make these cars look really small and uncomfortable.

Given that Buick is all about comfort, that may not be the best impression to leave with people.

Yeah, these celebrities may fit the brand, it's just too bad they don't fit in the cars.


  1. I have to agree Harvey... those dudes are both massive! I like the Peyton commercial best - the audibles are pretty funny & demo that the car is also a helpful robot...

    1. Thanks Biff. They definitely used Peyton better. And I don't think it hurts that he's been in about a million other spots. But he still makes that car look small.