The talented Tiger Woods stars in this new artistic "Art Rivera" spot for car maker Buick.
Woods carefully shoots color-filled golf balls at a white canvas. The campaign highlights the attention to details, thought and care coming together to create something beautiful: in Wood's case an artistic painting, and in Buick's case a superb car.
The ad was directed by Andrew Douglas for Leo Burnett ad agency, Chicago.
Implications - The art world may be considered opposing to that of the sports world, therefore presenting two areas that function as a good jumping off point for businesses who wish to expand their target demographic. Through using a famos golfer who creates art in a car commercial, Buick appealed to consumers who appreciate sports, art and automobiles.
Key Themes Behind This Trend
- Sports-art Pairing
- Businesses can explore marketing strategies combining sports and art to expand their target demographics.
- Interactive Advertisements
- Interactive and engaging adverts like Buick's 'Art Rivera' campaign offer a disruptive innovation opportunity for businesses to hook potential customers.
- Product-process Highlighting
- Highlighting the product creation process like Buick's campaign's painting process can be a disruptive innovation opportunity for businesses to showcase their attention to detail and care.
Where This Applies
- Automotive
- Auto companies can explore marketing strategies combining sports and art to expand their target demographics like Buick's 'Art Rivera' campaign.
- Sports Equipment
- Sports equipment companies can leverage their sponsored athletes' unique talents like painting to create interactive and engaging adverts that offer disruptive innovation opportunities.
- Art
- Art galleries and museums can collaborate with sports brands to present exhibitions that celebrate the intersection of art and sports, presenting a disruptive innovation opportunity.
