Buick May Have a Chance

Tonight I saw an ad online (left) for Buick. The Buick Enclave is the crossover vehicle in the picture. It seems like they're saying "we don't suck anymore, give us a chance" through Motor Trend magazine's review. It's your choice to accept a brand that's only acceptable and not the leader. Buick has been around for over 100 years, and we all know by the incredibly slow drivers that the brand still exists. Buicks are known to be called the car for an old person. I have heard younger people complain and say, "oh, they're driving a Buick", when in fact they're driving a Cadillac, Oldsmobile, or whatever. Buick is working to erase the stereotype by making their vehicles –- or at least the Enclave -- more romantic and family-oriented.

The 30-second spot, done by Vigilante, for the Buick Enclave features the Director of Design, Interior, Michael Burton, who subtley lets you know how he supposedly chose what materials to use in the design.



I would compare this commercial to the Lexus spots, done by Team One, which specifically talk about music and remind consumers about the Mark Levinson sound system. Lexus, a division of Toyota Motor Sales, is the number one luxury automaker company in the world. It was a great idea by them to focus on a small but important piece of the pie rather than the whole thing. It's engaging and entertaining. You can watch the other two here.



Michael Burton explains how he got inspired. (Video ends at 2:15)