GM's Buick brand will "return to the Super Bowl with a 30-second ad during the first half," according to Melissa Burden of the DETROIT NEWS. Buick Brand Manager Stuart Fowle said that the brand "opted to return again to the Super Bowl because of how the ad last year helped drive traffic to its website and interest in its vehicles." Fowle added that Buick will "later confirm what the ad will be about and which product it will feature." The brand "may show the commercial ahead of the game" (DETROIT NEWS, 1/12). ADWEEK's Tim Nudd noted GM bought a spot for Super Bowl LI a year after Buick "made its big-game debut" with a spot starring Giants WR Odell Beckham Jr. and actress Emily Ratajkowski. The new spot will be "created by Engage M1, the agency formed by the merger last summer of DigitasLBi Detroit and Leo Burnett Detroit to handle GM business" (ADWEEK.com, 1/11).
THE FORCE AWAKENS: Mars North America yesterday announced that actor Adam Driver will "play the lead role in its upcoming Super Bowl LI ad." ADWEEK's Patrick Coffee noted this marks the "third consecutive Super Bowl appearance for Snickers' 'You're Not You When You're Hungry' campaign and the brand's fifth overall." Creative will "again be handled" by BBDO, N.Y. (ADWEEK.com, 1/11).
