Buick found a slam dunk in its “That’s A Buick” advertisement spots, showcasing the revamped portfolio of vehicles in a new light for a modern audience. No longer is the brand for your grandparents.
In an effort to continue the ads’ successes, Max Greenfield has become the latest face in a series of spots for the 2016 Buick Envision. According to Ad Week, Greenfield’s dorky, approachable charm is exactly what the brand was looking for to continue upsetting consumers’ beliefs.
“We can see in our research that people used to say, ‘You’re a brand for older people.’ That’s not nearly as big of an issue as it used to be,” Molly Peck, director of Buick marketing, said. “We’re overcoming that consumer perception, and this campaign is a continuation of that. It gets people to stop and think about what they know about Buick.”
Greenfield follows Ellie Kemper’s casting in a series of digital spots to showcase the brand in a more youthful, approachable manner.
“They’re both spot-on for the Buick brand. They both really embody the values of our brand: warm, likeable, funny and smart, with wide appeal,” Peck added.