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Tiger Woods Makes Big Screen Debut.

DETROIT, July 10 /PRNewswire/ --

With some help from the all-new Buick Rendezvous, Tiger Woods is coming to a movie theater near you.

Buick will run a 60-second commercial for the Rendezvous -- featuring Tiger Woods -- in nearly 10,000 movie theaters before movie trailers from July 10 through Aug. 6. The ad was shot in wide-screen format, so it is well suited for movie screens, and shows a lighter side of both Buick and Tiger.

Additionally, during the first two weeks of the commercial's run, moviegoers will receive Rendezvous decoder gamepieces as they enter theaters. After the movie, consumers are encouraged to go to www.buickrendezvous.com . There, gamepieces can be held up to computer screens with one lucky movie fan winning a Buick Rendezvous, Buick's entry in the crossover vehicle market.

The commercial Buick is airing debuted in June and is titled "Tornado." In the spot, created by Buick's national advertising agency, McCann-Erickson Detroit, a discerning twister scoops up Woods from a golf course, three waitresses in a minivan, two storm chasers in an SUV, and a gentleman in a luxury car. The tornado spins the selected bunch around and drops a Rendezvous on to the road -- with all six passengers from the vehicles comfortably inside and Woods in the driver's seat.

As the group of seven looks at their new vehicle's interior, Woods delivers the line "I guess we're not in Kansas anymore."

According to Dave Moore, McCann Detroit executive creative director, airing the ads in theaters will entertain movie audiences as well as introduce them to Rendezvous.

"To really appreciate the cinematography and special effects -- especially the digitized Tornado -- of the Rendezvous spot, you do have to see it on a theater screen," said Moore. "The spot has been very well received, especially Tiger's reaction at the end. I'm sure we'll amuse movie audiences and get them thinking differently about Buick."

Buick's national promotional agency, Momentum-Detroit, developed the promotion in conjunction with Screenvision Cinema Network (www.screenvision.com ). American Paper Optics (www.3dglassesonline.com ) produced the decoder game pieces. Promotions.com (www.promotions.com ) executes the on-line game.

Rendezvous began entering dealer showrooms this spring, and television advertising for Buick's first crossover vehicle launched June 20. With available seven-passenger seating and Versatrak (General Motors' innovative "on-demand" all-wheel drive system), Rendezvous combines the best aspects of a luxury sedan, a minivan and an SUV into one package. More information is available at www.buick.com
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Date:Jul 10, 2001
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