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McCann’s New Century Work Talks to Families in a Democratic Tone
DETROIT–General Motors’ Buick division strikes an egalitarian chord in a new campaign for the Century sedan from McCann-Erickson.
Two 30-second spots introduce a new tagline, “A luxury car for everyone.” They argue that consumers need not be rich to enjoy a well-appointed sedan.
The first spot, which breaks today, features images of girls playing with flowers in a field on a summer day. A voiceover from actor Willem Dafoe asks, “Are rich people taller than the rest of us? Are their loved ones more deserving of an air bag? Are we the only car company that doesn’t think so?” The girls are next seen throwing petals in the Century as their parents enjoy a cliff top drive.
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