February 10, 1999

LA JOLLA, Calif. -- Buick today unveiled a new golf-related television ad featuring its three PGA players and an "itty bitty" car in a spot that takes Buick's golf marketing in a new direction that is both aggressive and humorous.

"One of our goals with this new advertising is to surprise people and have them think of Buick and golf in a way they may not have previously," said Anthony H. Derhake, brand manager of Buick golf activities. On Thursday, Feb. 11, the first of two new 30-second ads premieres during the Buick Invitational golf tournament at Torrey Pines in La Jolla, Calif.

The new campaign brings together three PGA Tour professionals sponsored by Buick – Ben Crenshaw, Steve Elkington and David Berganio Jr. One spot, titled "Scotland," shows a golf foursome struggling to get from one golf course to another, including historic St. Andrews, because they are driving an "itty bitty" car instead of a "real" car – a Buick.

Ben Crenshaw

Steve Elkington

David Berganio Jr

"The commercial gave us a chance to use images from the mecca of golf – St. Andrews – and to play out a humorous story line that emphasizes what Buick is known for: real cars," said Tom Jump, Buick's advertising director. "The icon we've introduced – the 'itty bitty' car – serves as a humorous foil that emphasizes Buick's theme ('Isn't it time for a real car?') in a way that's relevant to golfers."

To promote the commercial, Buick's web site (www.buick.com) now displays photos of the "itty bitty" car, funny clips and outtakes from the commercial shoots. The Buick Invitational Tournament will also include other promotional activities to highlight the ad's introduction.

Buick traces its relationship with professional golf to 1958 when it became the original major corporate sponsor of the PGA Tour with the Buick Open in Grand Blanc, Mich. Today, Buick sponsors four tournaments: The Buick Invitational The Buick Classic, June 21 – 27 at Westchester Country Club in Harrison, N.Y. The Buick Open, Aug. 2 – 8 at Warwick Hills in Grand Blanc, Mich. The Buick Challenge, Sept. 27 – Oct. 3 at Callaway Gardens in Pine Mt., Ga.

From the title sponsorships Buick has generated more than $13.9 million for charities.

As part of its ongoing commitment to golf, Buick Motor Division continues as the official car of the PGA Tour in 1999. Since 1984, Buick has provided courtesy cars to officials at all PGA Tour events. Buick dealers throughout the country also provide courtesy cars to many tournaments on the Nike Tour, a proving ground for professional golfers.