Buick Moves ‘Beyond Precision’

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. “We want advertising that shows the fruits of their labor and spotlights some of Lucerne’s finest details.”

In one spot, intended to highlight craftsmanship, the camera slowly pulls back from inside a tight panel gap to show the entire car. “Someone understands the difference even a single millimeter can make in the way a car looks, drives and feels,” says a voiceover. “And we just wanted you to know … you’re not alone.” Other spots tout the car’s heated wiper fluid and quiet interior.

The television will air during various news and lifestyle programs, according to the agency. Print ads are scheduled to launch on Tuesday in USA Today and The New York Times as well as in national magazines.

The campaign replaces a previous effort from the agency tagged “Dream up.” Those spots featured women daydreaming while in bathtubs and showers that they were in Buick vehicles. As part of its soundtrack, the campaign used the “Dream On” rock anthem.