Buick To Launch Rendezvous TV Commercials With Tiger Woods

FOR RELEASE: June 20, 2001

Buick To Launch Rendezvous TV Commercials With Tiger Woods During Buick Classic Week

DETROIT - "I guess we're not in Kansas anymore."

In a telling statement from a new television commercial, Tiger Woods sums up Buick's approach to growing trends in vehicle capability. The 2002 Buick Rendezvous cross-over vehicle combines the best features of a sedan, minivan and SUV into an all-new segment-defining vehicle.

The first of two spots for Rendezvous will debut during Good Morning America on ABC June 20. Both commercials will air during coverage of the Buick Classic golf tournament June 21 through June 24 on ESPN and ABC.

Buick combines expressive soundtracks, special effects and Woods to punch through with Rendezvous' "three vehicles in one" capability.

"Everything we've done in launching the Rendezvous has been out of the ordinary, and these new commercials are no exception," said Rendezvous Brand Manager Jack Bowen. "Just like the Rendezvous, these spots with Tiger will surprise people and get them thinking differently about Buick."

In "Tornado," a discerning twister scoops up Woods from a golf course, three waitresses in a minivan, two storm chasers in an SUV, and a gentleman in a luxury car. The tornado spins the selected bunch around and drops a Rendezvous on to the road - with all six passengers from the vehicles comfortably inside and Woods in the drivers seat.

As the group of seven looks at their new vehicle's interior, Woods delivers the line "I guess we're not in Kansas anymore."

A :60 version of the spot will air on Good Morning America with a few more humorous touches.

The second commercial, titled "Igor," starts in a dark cemetery where a trio of vehicles - a luxury car, a minivan, and an SUV -- drives toward the drawbridge of a castle. The vehicles enter the castle and an ax swings to cut a rope, raising a lighting rod from the castle's tower. Lightning strikes, the music swells, and a Rendezvous races back over the drawbridge. In the final scene, the driver's window lowers and Woods leans out of the Rendezvous to deliver the line: "What? You were expecting Igor?"

Both spots were created by Buick's national advertising agency, McCann-Erickson Detroit and directed by Steve Chase. Chase directed the first trio of Tiger/Buick work that debuted in February 2000.

Buick is again using music that will resonate with buyers new to the franchise. "Tornado" uses a newly recorded version of Billy Preston's "Will It Go 'Round in Circles." In fact, the recording session was the first time the band had played together in 30 years. In "Igor," Buick tapped Edgar Winter for his hit, "Frankenstein."

"Tiger, old movie references, 70's rock - these spots are kind of like the Rendezvous itself, combining pieces of pop culture into something totally new," said David Moore, McCann-Erickson Detroit executive creative director.

This is the first time Woods has been featured in advertising tied to one vehicle. In the past, his ads were for the overall Buick line.

With available seven passenger seating, Buick's suggested manufacturer's suggested retail price (MSRP) for Rendezvous sets the benchmark for value in premium crossover vehicles. The MSRP for an all-wheel drive Rendezvous equipped with Versatrak, General Motors' innovative "on-demand" system, is $28,027. That places Rendezvous more than $6,500 below the all-wheel drive version of the Acura MDX ($34,850) and more than $8,000 below the four-wheel drive Lexus RX300 ($36,150). The front-wheel drive Rendezvous has a base price of $25,499.