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Buick Takes Tiger Woods From Fairway To Runway For New Print Ads


March 2005
 Filed under: BUICK Car News | BUICK Headlines
DETROIT - For a series of new Buick print advertisements, Tiger Woods has forgone his golf attire for two new, fashionable looks that complement both the golfer and the Buick models LaCrosse and Rainier.
"When Tiger hit the golf scene, he brought the sport to a new level in play, fitness and fashion," said Buick Marketing Director Margaret Brooks. "Now we're taking our advertising to the next level by treating both Tiger and the Buick LaCrosse and Rainier as 'high-style' models."

Photographer Richard Phibbs shot Tiger in Orlando in two outfits: a classic suit and a more rugged outdoor ensemble. This was Phibbs' first work for any auto manufacturer. Previously he worked on campaigns for Ralph Lauren, Calvin Klein and Giorgio Armani. More information and samples of his work are available at www.richardphibbs.com.

According to Tiger -- who reclaimed the number one ranking in the world last weekend -- the most difficult thing about the shoot was not the long hours, wardrobe changes or hot lights that wear on full-time models. "The hard part was when I had to scowl," said Tiger. "I don't mind smiling, laughing and having a good time, but to scowl or look extremely focused - I don't do that very well on-call."

The print ads will be coming soon in magazines such as Fortune, Entertainment Weekly, People and InStyle. Buick's national advertising agency, the Detroit office of McCann Erickson, produced the ads.

The 2005 Buick LaCrosse, with an available 240 horsepower variable valve timing V-6, began hitting dealer lots last fall. With Buick's exclusive QuietTuning, LaCrosse is among the quietest cars on the road.

Tiger, who has an endorsement agreement with Buick, won a new LaCrosse with his victory last January at the Buick Invitational in LaJolla, Calif.

Rainier, introduced in 2003, is Buick's first true SUV and introduced QuietTuning to the Buick line.

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