Buick Reunites Tiger Woods and Harley Earl for "Mountain" of Rainier Ads
DETROIT - Following the tremendously successful "Tiger Trap" television and web campaign, Buick will air a full complement of television commercials introducing the new Rainier during Fox television's Emmy Awards broadcast Sept. 21. The new commercials reunite golf superstar Tiger Woods with Harley Earl to showcase Rainier's unique blend of power, ride, quiet and style.
"As Buick's Spirit of American Style campaign builds with these new spots, we again draw upon a metaphor for that spirit with the image of Harley Earl," said Randall Tallerico, Buick's advertising director. "In these spots, we make the case that Rainier - with its world-class quietness, smooth ride and powerful engine - captures the essence of American style in a truck."
Four new spots will rotate throughout the fall on national and cable television during shows including "CSI," "ER" and "Everybody Loves Raymond." The 30-second commercials, created by Buick's advertising agency, McCann-Erickson Detroit, and directed by James Gartner, are: "Tour" - In a replica of Earl's office and studio, a fictional tour group hears about the legend of Earl and his automotive innovations. One young boy is able to see more than others. "Briefing" - In a design studio, Earl subtly influences designers, line workers and engineers, inspiring them to create and build the Rainier. A 60-second of this commercial will air during the Emmy Awards. "Tiger in the Woods" - Tiger, playing out of a dense forest, finds his golf ball under Earl's signature fedora and then discovers the Rainier. Earl -- not visible to Tiger -- motions for quiet silencing assorted wildlife and allowing Tiger to peacefully hit back into play. "Chimes" - Tiger hears wind chimes ringing during a quiet morning at home, but the chimes on his porch are still. After discovering a Rainier in his driveway, Tiger sees and hears car keys jingling in the ignition. But who was ringing the keys all along?
For the second consecutive year, Buick is the automotive sponsor of the Emmy Awards broadcast.
Buick created early awareness of Rainier with "Tiger Trap," a hugely successful on- and off-line campaign to introduce the new nameplate. More than two million people viewed the Internet film starring Tiger Woods and the Rainier at www.buick.com and more than 250,000 have registered for a sweepstakes to win one more Rainier this fall.
New for 2004, Buick Rainier offers a level of style, ride, comfort and performance that sets it apart from other mid-size sport utility vehicles.
Rainier comes standard-equipped with a Vortec 4200 inline six-cylinder engine with 275 horsepower, providing the power, capability and smoothness of a V-8 combined with the efficiency of a six-cylinder.
For even more power, Rainier is also available with an all-aluminum, 290-hp Vortec 5300 V-8 engine, one of the most popular in GM's stable of dynamic powerplants. Exclusive to Rainier on GM's short-wheel-base, mid-size SUV architecture, the available V-8 broadens Rainier's market appeal, enhancing both its performance and utility.
Keeping in step with Buick's reputation for comfort and quiet, all 2004 Rainier models feature QuietTuning with increased sound absorption in the engine compartment, all four doors and quarter panels, windshield and driver's door glass.
Buick Rendezvous set an August sales record with 6,709 deliveries. Overall sales of Buick trucks were up 10 percent over last August.