Responding to industry leaders that marketing on YouTube needed to be done with a more amateur feel than professional, Buick hit it right with Tiger Woods as they put together a video specifically for the YouTube audience. It hasn't done too bad as it is ranked 8th at the time I viewed it in the "Spots in English" section.
With the advice to do things more amateurish, Buick certainly succeeded with that in the clip as the camera moved so much it could probably give someone motion sickness, along with the hard-to-focus and grainy look.
"The goal was to get people talking, not just on YouTube but on the auto blogs," said Dave Darovitz, Buick's communications manager. "We 
engineered the spot on the PR side and worked with marketing to create this disruptive approach to get the word out about the Enclave and to get Tiger involved."
Viewers don't mind something that is obviously created as a spoof like this. Although, oddly enough, some people thought some of us needed to be told that it was a fake.
The point is that it was supposed to be seen as a humorous look at Tiger Woods being interfered with while doing the commercial, and loss of control of the filming. It wasn't bad, and it did get people talking.
One of the problems with using Tiger was probably the price they had to pay for something at such a experimental level. To me it was still good to see Buick giving it a try.
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