There’s a new wind a-blowin’ through much of General Motors these days, and not one brand remains unaffected. From GM’s newly-pledged self-accountability in the wake of the ignition switch scandal, to Cadillac’s controversial new leader Johan de Nysschen, the automaker is making some serious changes.
Case in point: Buick is ramping up its advertising efforts, having spent nearly $93 million on a single TV ad in 2014, according to Advertising Age. That puts Buick in the number two spot among American brands in terms of TV ad expense, just a sliver behind Verizon.
What’s not unique about Buick’s advertising campaign in 2014, though, is how it attempts at redefining the very brand for the American consumer. As Advertising Age wrote: “Buick… heavily stressed its 2014 redesigned lineup. That theme resonated through U.S. automobile manufacturers. Their overall message: ‘We’ve gotten better.'” It’s really a rather silly, self-effacing sort of message; the Buick ad (featured below) depicts shock and awe at the fact that, in essence, the car isn’t as terrible as the subjects had expected.
Nonetheless, it’s an important message to get across, as public perception of General Motors especially sank to a new low in 2014. And it seems to be working in a big way: Buick’s sales soared 27 percent in November compared to the same month last year.
Now if only the same treatment could help Cadillac.