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As Buick gets ready to introduce the first truck to join its lineup of sedans in more than 80 years, executives have ordered a new tagline from lead agency McCann-Erickson.
Buick’s tag since 1998, “Isn’t it time for a real car?” has been replaced with the pop culture benediction, “It’s all good.”
The General Motors division is also doing away with individual taglines for each model. Future ads will employ the new tag, said Garry Neel, managing director of McCann’s Troy, Mich.,
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