Based on the full-size Holden/Chevrolet Caprice, the Chinese-market Buick Park Avenue is the Tri Shield brand’s flagship in the Land of the Red Dragon. Using current exchange rates, the Zeta-based park Avenue has a starting price of $60,000 (or 370,000 Chinese Yuan) and is simply Buick — at its finest. This commercial underscores this notion oh-so-perfectly.
The three minute-long ad features opera music with modern undertones while a black Park Ave drives on a contemporary modern bridge (the Sutong Bridge in Nantong City, Jiangsu Province — hat tip to Rocky). The commercial cuts to an oriental businessman and draws metaphors between physical business-related items (sky scrapers, eye glasses, metal creation) and the car’s features (wheel studs, head lamps, engine explosions — respectively). Meanwhile, the vehicle’s features are listed — including exterior dimensions, GPS, power rear seat adjustments, flip-down screens with harman/kardon logic 7 audio, etc.). The ad is imposing:
The GM Authority Take
In a word, this commercial is awesome. Up until the very end, there isn’t a single word being said — as the clip’s stirring music and real-world-to-feature showdown are enough to create emotion. So even if we knew nothing about Buick, the Park Avenue, or China, we would come away knowing that the product for which we just watched an ad exudes power, success, and class. Heaps of each, in fact.
Contrast that with Buick’s marketing approach in North America… and why in the heck is the Park Ave only available in China? We hope the reason is the upcoming Omega platform that would underpin a global replacement for such a vehicle.