The whole "SUVs as dinosaurs" trope has become something of a threadbare cliché among auto writers, but that doesn't mean the wider world of consumers has caught on to the Jurassic nature of our line of thinking. That's what General Motors appears to be betting on, at least. Just check out Buick's first television spot for its 2013 Encore, the tiny crossover that is pushing the Tri-Shield into territories unknown while looking to outrun the brand's reputation as a refuge for elderly clientele.

Set to air this weekend on ESPN during the NCAA college basketball tournament, the ad plays up the Encore's maneuverability and surprising interior space by setting the baby Buick amongst a herd of lumbering CG dinosaurs created by Tippett Studio, the folks behind Hollywood blockbusters like Jurassic Park, Ted, and the Twilight series of films.

We can't help but snigger a little – while the Encore is indeed surprisingly roomy, nimble, and composed, our first drive found it to be glacially slow, too... not unlike a certain prehistoric race of animals. Check out the commercial below and judge for yourself.


Show full PR text
Small is Big with First Buick Encore TV Spot

New 'Dinosaur' commercial to air throughout NCAA men's basketball tournament
2013-03-13


DETROIT – When the Buick Encore hits the airwaves with its first TV spot, it will make a big statement about being small. The new luxury small crossover commercial, called "Dinosaur," debuts this weekend on ESPN.

In the spot, the nimble crossover makes its way through city streets crowded with the oversized "dinosaurs" traditionally perceived as the standard in the luxury segment. The maneuverable Encore has a turning circle of 36.7 feet – almost a foot and a half less than a Mini Countryman – but still seats five or offers as much as 48.4 cubic feet of storage with the rear seats folded.

"There's a misconception in the luxury car market that the best amenities and technology are limited to larger vehicles," said Tony DiSalle, vice president of Buick Marketing. "With vehicles like the Encore and Verano, Buick is redefining customers' expectations with a great combination of content, efficiency and passenger space in a smaller overall package."

Tippett Studio of Berkeley, Calif., worked with Buick to create the life-like animals rendered in the ad. The company developed the Velociraptors and T-Rex for the 1993 blockbuster, Jurassic Park.

"We have decades of experience imagining how dinosaurs moved when they roamed Earth," said Phil Tippett, founder of Tippett Studio. "And it's been exciting to watch the technology evolve. Making those Raptors slide through Jurassic Park's kitchen required an innovative combination of stop-motion animation and computer graphics. For the Buick commercial, we could do it all on computers, allowing for more life-like muscle movement."

Encore is the first crossover of its size from Buick. It offers an EPA-estimated 33 mpg on the highway for front-drive models, the best of any crossover from a domestic automaker. Encore is available with features such as a heated steering wheel, rain-sensing wipers and Forward Collision Alert, which uses a camera to analyze traffic ahead. Every Encore comes standard with a seven-inch infotainment screen and IntelliLink connectivity.

About Buick
Buick is a modern luxury brand offering vehicles with sculpted designs, luxurious interiors with thoughtful personal technologies, along with responsive-yet-efficient performance. Buick is attracting new customers with its portfolio of award-winning luxury models, including the Enclave crossover, LaCrosse sedan, Regal sport sedan, Buick Verano sedan and the all-new 2013 Encore crossover. Learn more about Buick cars and crossovers at www.buick.com, on Twitter @buick or at www.facebook.com/buick.


About Tippett Studio
Tippett Studio, founded in 1984 by animation pioneer Phil Tippett, is an Academy Award®-winning visual effects company specializing in a wide range of CG animation and digital effects for feature films, television and commercials. The company has created visual effects for over 70 films including Ted, The Twilight Saga, Cloverfield, Enchanted, Hellboy, Hollow Man, Starship Troopers, Jurassic Park and Robocop. Phil Tippett earned Academy Awards® for Return of the Jedi and Jurassic Park and two Emmys for Dinosaur! and Ewoks: The Battle for Endor. Tippett Studio's commercial work has garnered four Clio awards for the Carl and Ray series for Blockbuster Entertainment. Tippett Studio is currently in production on M. Night Shaymalan's After Earth.
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    • 1 Second Ago
  • 75 Comments
      stecki3d
      • 1 Year Ago
      They should have had people riding them... Can't wait for the next Jurassic Park!
      FRENZIED
      • 1 Year Ago
      This should've been a Chevy.
      normc32
      • 1 Year Ago
      My one week old Encore AWD is anything but slow. Though I haven't goosed it much through the first 500 miles my normal commute doe not require all available horsepower. I think the seating position is roomy while offering a commanding view of your surroundings. First tankful of fuel was replaced to the tune of almost 36 mpg. Which is super considering heavier AWD. There definitely no hybrid/gas AWD that can touch that.
      Ron
      • 1 Year Ago
      Didn't anyone check this writing? I don't know about you but I have to snicker at the use of "snigger."
      56Jalopy
      • 1 Year Ago
      The Buick is a dinosaur.
        Brex
        • 1 Year Ago
        @56Jalopy
        Was, my friend. Was.
        mbukukanyau
        • 1 Year Ago
        @56Jalopy
        Last I checked, that Was Lexus and Mercedes.
          ponycargt
          • 1 Year Ago
          @mbukukanyau
          Wrong. Maybe someday Lexus and Mercedes will take take the place of Buick as the dinosaurs of the auto industry... When they stop making cars like the LFA, IS-F, C63 AMG Black Series and SLS...And when Buick starts making a car that would appeal to anyone under the age of 70.
        cdot1987
        • 1 Year Ago
        @56Jalopy
        ....for people who live in the past but this is a NEW GM and Buick is a part of it.
      • 1 Year Ago
      [blocked]
        reattadudes
        • 1 Year Ago
        its such a massive "FAIL" that most dealers are sold out of their inventory, and are being presold before they are coming off the truck. Buick expected 2,000 early preorders; dealers ordered 8,000. over 66% of sales are conquests, with BMW, Lexus, and Acura trades leading the list. most buyers are in their 30s and 40s. certainly sounds like a FAIL-ure to me!! and I LOVE people who can tell us all about its performance, and they haven't even driven one. the engine runs great, and is quite unobtrusive. it feels like a 3 litre V-6. all in all, a rousing success.
        cdot1987
        • 1 Year Ago
        I don\'t think people ever pay sticker price for a vehicle anyway especially if it doesn\'t fly off the lot like they want it to.
      Jaclock LaGlock
      • 1 Year Ago
      Heh. Dinosaurs in a commercial about cars traditionally purchased by dinosaurs.
        Fausto Obeso Montoya
        @Jaclock LaGlock
        Not necesarlly ! The Buick Co. is as American as it can be, Lets buy American ! I for one like it ! and I am only 63 Lets keep the tradition going !
          tiguan2.0
          • 1 Year Ago
          @Fausto Obeso Montoya
          Buick is as American as it CAN be. Lets(sic) buy American. So, most Buicks are now rebadged cars from overseas, and you are excited about this Daewoo being "American as Buick CAN be". LOL
          pickles
          • 1 Year Ago
          @Fausto Obeso Montoya
          It's acutally built in South Korea.
        mbukukanyau
        • 1 Year Ago
        @Jaclock LaGlock
        Lexus?
        ZOZ
        • 1 Year Ago
        @Jaclock LaGlock
        I'm afraid the new Buick is not appealing to dinosaurs. Though I'm wondering who likes all this little toys these days under name of Buick. Buick is the new Saturn!
      BG
      • 1 Year Ago
      So what is the purpose of this odd little play trucklet with much less room than any minivan and crummy rear visibility? Will it be the fun driving dynamics? Rowing the gears as you blast down the autostrada? Impressing the denizens of the cul-de-sac?
        DK
        • 1 Year Ago
        @BG
        What a stupid question...what is the purpose of any car when a (Insert random cheap car here) is all most people need? Variety is a good thing.
      Mercer
      • 1 Year Ago
      But GM made most of its money from building dinosaurs.
        BG
        • 1 Year Ago
        @Mercer
        True, they made billions in the '80s and '90s, and then blew it all, having to file bankruptcy. I never read a decent explanation of where all those billions went.
        • 1 Year Ago
        @Mercer
        [blocked]
      Jay
      • 1 Year Ago
      Oh, I get it. The dinosaurs are a metaphor for their target demographic.
      lrx301
      • 1 Year Ago
      How shameless! A company with its lineup full of huge SUVs and trucks.
      IBx27
      • 1 Year Ago
      Ehh, I'd like the car more if it wasn't a discord of hyundai-copying 'design.' Those vents under the lights are stupid, but now everyone's starting to use them from Jeep to BMW. The taillights are amorphous, the windowline makes no sense, and there's acres of unpainted plastic that screams cheap-ass.
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