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While print work for General Motors’ Buick brand has generally mirrored TV efforts, a new print campaign for LeSabre takes its own road.
The new ads focus more on people and less on the product than past work, said Ticia Mahler, LeSabre group account director at McCann-Erickson Worldwide in Troy, Mich., Buick’s national agency.
“It’s much more real,” Mahler said. “It ties the reality of everyday, contemporary family life better with the car.”
Two new print ads, breaking in early May, use tongue-in-cheek headlines to draw attention.
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