Video: Introducing the Complete Buick Line for 1963

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Join famed photographer William Helburn as he shoots the complete Buick line for 1963: Special, Skylark, LeSabre, Electra 225, and RIviera.

 

William Helburn (1924-2020) was one of the top fashion and advertising photographers of his time. Of special interest to us, Helburn was also a serious car guy, driving in SCCA and international road racing events in his Ferrari 500 TR and TRC sports cars. His portfolio included work for a number of automakers, including Chrysler, Ford, and the famous Volkswagen ads by Doyle Dane Bernbach. For this Buick spot, Helburn and his view cameras were brought in to shoot the complete product line for 1963: Special, Skylark, LeSabre, Wildcat, Electra 225, and Riviera.

There were two developments at Buick in ’63 worth noting. The Wildcat, introduced one year earlier as a sub-model of the Invicta, was promoted to full-model status for ’63, replacing the Invicta. Here, the Wildcat is described as a “luxury sports car,” which would have tickled Ferrari racer Helburn. Next, obviously, is the debut of the sensational RIviera, with its timeless styling by veteran designer Ned Nickles under the direction of GM styling boss Bill Mitchell. While there are certainly other worthy candidates, the Riviera might just be the most memorable product Buick has ever produced. Video below.

 

3 thoughts on “Video: Introducing the Complete Buick Line for 1963”

  1. It’s a little surprising they present the Special and Skylark as two different car lines. They were more like two different trim levels.

  2. Great video, thanks for posting! The Riviera comes in at the end and clearly steals the show, but I’m biased because it’s one of my favorite cars and I own one.

  3. In the early ’70s my eldest brother was driving a ’63 Electra, light pink with dark green tinted glass. Authentic Church Lady car. When the fuel crunch hit he could no longer afford to put gas in it, and nobody wanted to buy. First junkyard offered $25, second one said $15. Nearly out of gas, he took it…and has been kicking himself ever since. Thing was immaculate.

    Come to think of it, my next eldest brother had a ’63 Special a coupla years later. Guess I missed the bus.

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