Max Greenfield isn't just a famous actor from TV shows like New Girl and movies like The Big Short. He's also a wood-chopping and thumb-wrestling enthusiast—that is, according to Buick's new ads, in which he extols the virtue of the Buick Envision's hands-free features, which help protect his hands so he's free to do both.
The latest spots from DigitasLBi build on Buick's new direction of employing spokespeople with a certain sense of relatable, dorky charm, such as Ellie Kemper, who appeared in ads for the brand earlier this year. In another spot, Greenfield cheekily says he doesn't need a personal driver, then turns to his cheery assistants in the back seat for a hair and make-up touch up and seaweed smoothie.
Greenfield and Kemper help bring out the vehicle's features in an approachable way, said Molly Peck, Buick's marketing director. "They're both spot-on for the Buick brand. They both really embody the values of our brand: warm, likeable, funny and smart, with wide appeal," she said.
The ads help shake off Buick's stodgy image, something the brand has been working on since 2014 when it launched its "That's a Buick?" ads. In those spots, people are surprised by Buick's sleek, modern look—transforming their perception that it's a car for grandparents.
"We can see in our research that people used to say, 'You're a brand for older people.' That's not nearly as big of an issue as it used to be," Peck said. "We're overcoming that consumer perception, and this campaign is a continuation of that. It gets people to stop and think about what they know about Buick."
SVP, Group Creative Director: Patrick McHugh
Art Director: Michael Walsh
Copywriter: Jason Ziehm
VP/Director, Executive Producer: Agnieszka Palarz
SVP, Group Account Director: Brian McCallum
VP, Group Account Director: Yanlin Sun
Production Company: Pony Show Entertainment
Director: Peter Berg
Editing House: Whitehouse Post
Editor: Heidi Black
Color Grading: Nice Shoes
Colorist: Sal Malfitano
VFX & Audio: Pluto
VFX: Zack Jacobs
Conform / VFX: Larry Chadwick
Audio: Grant Castleberry