Buick: ‘Take a look at me now’

Against all odds, GM is betting heavily on makeovers these days – as evidenced by its “Re:invention” ad campaign, along with its brand-new (possibly Phil Collins-inspired) “Take a look at me now” tagline for Buick.

“It’s an invitation for people to take another look at Buick,” clarifies Cheryl Catton, GM’s general director of advertising for Buick, GMC, and Pontiac (which GM is walking away from). “We underwent a dramatic transformation starting with Enclave. It’s a fun-spirited way to invite people in – if you think about the transformation of when someone loses weight or gets a new hairdo, you say, ‘take a look at me now.'”

GM has begun airing a 30-second spot nationally to “tease” the 2010 Buick LaCrosse sedan. The LaCrosse is all-new for 2010, with nothing left here to remind us of the pedestrian 2009 model. The spot aired first in Detroit during the Stanley Cup playoffs, then nationally on June 14 during ’60 Minutes’ and one of the NBA Finals games.

Despite any preconceptions the tagline might conjure, the spot takes an upbeat tone, using a clip from the song “Here Comes the Hot Stepper” by Ini Kamoze. It depicts stylists, makeup artists, a film crew, and a director fussing over Buick vehicles as if they were movie stars. The new tagline is flashed at the end of the spot with the Buick logo. Catton says the intention is tap into pop culture’s “makeover” fad.

The Buick Enclave is heavily featured in the spot, with the LaCrosse making few appearances. Toward the end of the month, when the LaCrosse becomes available, Buick will air a spot more heavily featuring the new sedan. Catton says that despite GM’s bankruptcy, Buick has plenty of funding for the LaCrosse’s launch.

“We have support from our leadership to make sure we have the voice and support behind the product,” she said. “Certainly, I would not be blind enough to say (bankruptcy) isn’t going to have an impact on us, but I would hope our message and our brand would speak to the way we’re headed in the future.”

Sources: Automotive News, Phil Collins


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