In addition to making the best crossovers and sedans money can buy, Buick is also pretty good at making the best automotive marketing campaigns, which is an art unto itself.
While Buick was working hard to communicate the fact that Buicks are for everyone (rather than an aged demographic), they came up with the “That’s Not A Buick” campaign. It’s been a fun and engaging way to show the world that Buick is evolving as a brand. However, push that point too hard and people might start thinking that Buick has abandoned tradition, which isn’t what true evolution means.
The solution for Buick has been a humorous presentation, like the latest campaign featuring Alec Baldwin. GM Authority quotes a Buick spokesperson saying, “We think Alec is the perfect match for this campaign.” The star of 30 Rock and Glengarry Glen Ross patiently explains to the camera what is and what isn’t a Buick. For instance, a sponge? That’s not a Buick. A beautiful Buick Regal? Yes, that is indeed a Buick.
What do you think of the new campaigns? We here at Wiesner of Huntsville think they’re pretty great!