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Buick makes a nostalgic appeal to its core consumer group of aging baby boomers in a campaign from McCann-Erickson that breaks on Thursday.
A new tag, “The spirit of American style,” re places the pop-culture benediction “It’s all good,” which appeared in April 2001 in anticipation of the launch of Buick’s Rendez vous sport utility vehicle.
While Buick’s consumer base now creeps into the 60s, the McCann spots aim to bring back the brand’s “aspirational image” and reel in buyers aged 45-59, said Randall Taller ico, Buick advertising director.
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