Glimpse Of The Future

Tatham Unveils Buick’s Signia Concept Car
CHICAGO–A short video from Euro RSCG Tatham here is being screened at auto shows as a stylish showcase for a futuristic concept car from Buick called the Signia.
Tatham received the assignment from the automaker last year, due in part to the relationship between Jack Bowen, Buick’s advertising manager, and Tatham president Bob Welke, who worked with Bowen while both were at Leo Burnett (Adweek, Nov. 17).
The assignment does not impinge upon the lead agency status of McCann-Erickson in Troy, Mich.
Bowen said he was pleased with the video and that it will be shown to the public at the Chicago Auto Show, which begins Feb. 7. The video also has been transferred to a CD-ROM disc that Buick will be distributing at the show.
The Buick Signia prototype shown in the film looks somewhat like a cross between a hot rod and an old AMC Gremlin. The car combines elements of a sedan, a station wagon and a sports-utility vehicle, signaling Buick’s near-term product direction.
The Signia is designed as a multiple-activity vehicle aimed at active families.
Based on the architecture of the Buick Park Avenue, the five-passenger Signia has even more interior volume than the Park Avenue, though its exterior dimensions are far smaller, according to the car maker. The Signia’s seats are positioned higher than an ordinary car to give riders a more commanding feel of the road.
Tatham has made two short versions of the video and one of nearly six minutes. Thin on dialogue, all the videos favor a more visual approach.