Mccann Shares The Wealth In Buick Century's New 'luxury Car For Everyone' Campaign

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General Motors’ Buick division strikes an egalitarian chord in a new campaign for the Buick Century sedan from McCann-Erickson.
Two 30-second TV spots introduce a new tagline, “A luxury car for everyone.” They argue that consumers shouldn’t have to be rich to enjoy a well-appointed sedan.
The first spot, which breaks today, features images of little girls playing with flowers in a field on a summer’s 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 around in the Century as their parents enjoy a clifftop drive.

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