DETROIT — When the Buick Encore hits the airwaves with its first TV spot, it will make a big statement about being small, thanks to an assist by way of computer graphics.
Tippett Studio of Berkeley, California, worked with Buick to create life-like dinosaurs rendered in the ad.
The new luxury small crossover commercial, called "Dinosaur," debuted throughout the NCAA men's basketball tournament, starting St. Patrick's Day 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 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."
View the full ad spot video here.