Buick Moves 'Beyond Precision'

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CHICAGO Interpublic Group’s McCann Erickson ditches Aerosmith and its “Dream On” anthem in favor of precision-tuning and heated windshield washer fluid in a new campaign for General Motors’ Buick division.

Ads from the Detroit office of McCann will break on Monday with the new tagline, “Beyond precision.” The spots are meant to showcase the quality and luxury features of the new Lucerne sedan.

GM spends about $120 million annually advertising the brand, per Nielsen Monitor-Plus.

“The people who design, engineer and manufacture Lucerne are some of the best in the world, and have a near-fanatical way of looking at Lucerne’s details,” said Margaret Brooks, Buick marketing director, in a statement.





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