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

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. “Loaded for under $24,000,” concludes Dafoe. A second spot will break this summer.
In addition, two print ads will appear in USA Today this Wednesday and Thursday relating the car to the final episode of Seinfeld on May 14. The copy for one reads: “Jerry, since you’ll be moving out of that apartment pretty soon, remember, Century has a really big trunk (enough room for 62 cereal boxes, to be exact).” A second states: “Dear Jerry, Elaine, Kramer and George: After your last show, we’d be pleased to drive you home … There’s plenty of room.”
Last year’s Century campaign simply introduced the restyled, re-engineered car to consumers, said a Buick representative. That effort was tagged: “Discover a little luxury in this Century.”
The new work is the first vehicle-line effort to follow Buick’s overall branding campaign (“Isn’t it time for a real car?”), launched in January. The campaigns are the first to air under the auspices of Jonathan Cranin, McCann’s new chief creative officer for GM business, said a McCann representative.