These days, a lot of luxury brands, who formerly targeted an older and more affluent demographic, are refocusing their advertising strategy to appeal to the modern and technology-savvy tastes of the younger generations. Buick is one of the brands revamping their lineup to include vehicles that offer more than just more luxurious practicality, integrating windswept good looks and upgraded performance into their products. The Cascada Super Bowl commercial sought to introduce a broad, diverse audience to the “new Buick” that has been in the works for some time now.
For the commercial, Buick enlisted the help of New York Giants’ Odell Beckham Jr. and actress Emily Ratajkowski. The commercial, titled “The Big Day,” shows Ratajkowski performing Beckham Jr.’s infamous “catch heard around the world” in order to grab the bouquet at a wedding reception. She then passes the bouquet to OBJ himself, and the guests at the wedding comment, “I can’t believe that’s a Buick,” as the newlyweds drive away from the reception in the new Buick Cascada.
The Buick Cascada Super Bowl commercial was designed by Buick to appeal not only to a millennial audience watching TV, but who also widely participate in social media: While Beckham has 3.6 million Instagram followers, Ratajkowski herself has 4.7 million, proving that their relevance among a younger target demographic is staggering and influential.