Buick Bows Hispanic Century Ads

McCann, VR&M Combine on a New TV Spot, Auto Show Video
DETROIT–General Motors’ Buick division is launching its first Hispanic marketing effort with a Spanish-language campaign focusing on the Buick Century.
The midsized Century was chosen because it best fits the needs and buying habits of Hispanic consumers, said Anthony Derhake, Century brand manager.
The campaign is the result of a collaboration between McCann-Erickson, Troy, Mich., and Vidal Reyndardus & Moya in New York. Both a 30-second TV spot, “Suenos,” and a 70-second auto show video use the same footage as McCann’s mainstream Century spot, which began airing earlier this year, Derhake said.