When was the last time Buick generated this much controversy over a commercial? Even with the hundreds of millions GM shelled out for Tiger Woods, who was the automaker's key spokesperson prior to it filing bankruptcy, the pro golfer never garnered this type of attention for the company.
However, Buick's latest commercial not only has folks talking, which is always the goal of an ad campaign, but it has a number of industry insiders questioning the creator of the ad over whether it sends the right message.
GM's new vice chairman, 77-year-old Bob Lutz, is reportedly not too happy with the ad. Lutz believed Chrysler was out of step when it launched the superpopular rear-wheel drive Chrysler 300 several years ago. Go figure? He was also responsible for encouraging Dodge to produce a Viper, too. ...
Gary Topolewski, the creator of the ad, was hired by GM last fall to add some zest to the brand, according to Automotive News. Topolewski was credited with reviving Cadillac several years ago with his Led Zeppelin-based commercials.
In case you haven't seen the ad, titled Photo Shoot, it features a trendy West Coast director at a pool party taking pictures. So you ask, what' s the big deal? Well, instead of models being the featured subjects, a few of Buick's latest vehicles are spotlighted. Some critics of Photo Shoot believe this campaign could possibly alienate traditional Buick buyers. Yet, the design of the new Lexus-like Lacrosse and the popular luxury crossover Enclave indicate that both vehicles are targeting a younger, more affluent demographic, just like Lexus.
Just wondering: Should Buick be more concerned with keeping its traditional buyers with stuffy golf ads, or will its new cutting-edge ad campaign attract a new generation of buyers that will help the automaker repay its government loan faster?
+ Bob Lutz Unhappy With New Buick campaign? (via AutoBlog.com)
+ That Buick Fashionista TV Ad
To learn more about Jeff Fortson's online car-buying forum, visit www.JeffCars.com.
Comments: (30)
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By: Jim on 7/29/2009 3:37PM
It is the stupidest ad.
The car - station wagon - whatever - looks like it is being made up for the shoot; not having its virtues told!!
Give us facts in ads we can go on; not just what it looks like.
It's like a show - if it doesn't catch your attention people will move on.
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By: Allan on 7/29/2009 5:16PM
Young, sexy & luxurious. I want one.
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By: Jack on 7/29/2009 7:15PM
Absolutely one of the worst automobile advertisements that I've seen. It absolutely turns me off to the vehicle and entire product line.
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By: Dan C on 7/29/2009 7:15PM
What is there to excite me about the product in these ads? Does the vehicle have a motor and some cool options?
Let's not forget the '84 Riviera mistake when Buick (GM) tried to reposition itself (and the "E" platform) to be more "Japanese" (smaller engine, smaller body, more high tech). That sank like a rock because it abandoned the requirements of traditional American buyers (with the vehicle being subsequently refitted with a V8 and longer wheelbase).
Without remembering history, we are doomed to repeat it.
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By: R Greg on 7/29/2009 4:35PM
Dan C, you have to keep in mind; GM is not concerned with history, only your money. Having worked at Design Center, and with GM designers for many years, I realized their philosophy
is quite interesting.
"We don't design to excite the most; we design to offend the least." "We don't need to listen to the public, they'll buy what we give them." These are verbatim quotes from design managers and lead designers at GM studios.
You must also keep in mind that their chiefs-of-design
know little about what the American public truly likes and wants. They are so far out of touch with the buying public, it's a bit comical.
GM's ego got the best of them 25 years ago, and now they're paying the price.
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By: jim forrester on 7/29/2009 4:02PM
Man, I saw that ad, and the lines on that car - good looking. I am test driving one when I get off of work today.
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By: Hugh on 7/29/2009 7:15PM
The government is already screwing up GM by its interference with the advertising. Just a preview of what we are in for from Obama
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By: Susan on 7/29/2009 4:54PM
TOTALLY agree with you.
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By: Michael on 7/29/2009 7:15PM
headlights and tail lights look like they've been lifted from a BMW 5-series--what copy cats.
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By: Mr McGriddlecakes on 7/29/2009 8:43PM
There is nothing wrong with this commercial. As a matter of fact, its perfect because it's doing exactly what its meant to do: Get a certain demographic's attention towards a brand and get that brand name in people's mouths. In fact, it's overachieving because more people than those in the focus group have taken notice. There is nothing wrong with revamping a marketing style, and it looks like they might be set to make a comeback because honestly, I forgot about Buick. And so have many others.
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