BUICK CLASSIC OFFERS GOLF AND FUN FOR THE WHOLE FAMILY

Premiere Of New, Humorous 'Itty Bitty" Car Ad Sets Mood For Buick Activities

HARRISON, N.Y. - A new television ad that continues a theme of Buick golf touring professionals struggling to use their "itty bitty" car in Scotland will debut during the Buick Classic golf tournament, which takes place June 21-27 at Westchester Country Club in Harrison, N.Y.

In February, Buick unveiled its first "Scotland" ad, featuring Buick-sponsored golf pros Ben Crenshaw, Steve Elkington and David Berganio Jr. Using Scotland's famous St. Andrews as a backdrop, the pros are shown driving between golf courses, struggling to fit themselves and their equipment into a car that is too small. They lament that if they had a "real car" - a Buick - they would have room to spare.

"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 Thomas J. Jump, Buick's advertising director. "The icon we've introduced - the 'itty bitty' car - serves as a foil that emphasizes Buick's theme ('Isn't it time for a real car?') in a way that's relevant to golfers."

The new ad, appearing with other Buick ads on cable and network television, will reprise the roles of the pros and their "itty bitty" car. This time the storyline takes them around Scotland on a golf memorabilia hunt. The pros buy antique clubs, trophies and even a set of bagpipes, which they again have a hard time squeezing into that car.

During the Buick Classic, Buick is offering several opportunities for golf fans to enjoy family-oriented activities at Westchester. Throughout the tournament, a Buick display tent will exhibit trophies and feature a "comfort station," including two chairs with masseurs. Several Buicks will be on display, as well as a life-size "itty bitty" car with cutouts to allow fans to photograph themselves in the car.

Golf fans and car enthusiasts looking for a little brain exercise will want to participate in the "Measure Up Challenge," also in the Buick tent. Contestants will answer three to five questions about how Buicks compare to the competition. Everyone who braves the challenge will receive a sleeve of golf balls and entry in a sweepstakes to win golf clubs.

As a special feature at the Family Golf Experience, Buick will be donating hats, T-shirts, golf balls and golf clubs to students who participate in the Inner City Youth Golf - USA program. The program provides about 275 high school students with golf instruction and practice facilities. The Buick Special Exhibits trailer, a multi-faceted, interactive traveling exhibit, will also be on display at the Classic. The exhibit travels to many Buick golf events and dealerships throughout the United States.