In a very brief new advertisement from GM’s upscale Buick brand, we see a driver behind the wheel of a Sport Red 2018 Buick Regal GS as he tests the abilities of the all-new vehicle.
We hear the driver say aloud, “alright, let’s see what this Regal GS has got,” right before the temptation on his right shoulder reminds him of the 3.6-liter LGX V6 under the hood with 310-horsepower. After getting a quick shove from the engine, the responsibility on the left shoulder reminds him of the two-piston Brembo brake calipers that come standard on the Regal GS.
The “apparently rapid” change in momentum results in an impressed “whoa” from the driver.
Buick’s new spot for the 2018 Regal GS might just succeed in making you want to schedule a test drive – whether that drive ends up confirming Buick’s boasts for the new Grand Sport, or not. For what it’s worth, our own Manoli Katakis – Editorial Director for GM Authority – quite enjoyed his time with it. For that, we give it a thumbs up.
Comments
Where I’m from lots of older black couples are into Buick. Customers who are not obviously rich. No judgment, just saying.
These ads are redirecting the Brand. To way younger people. Athletic types, tech lovers, peeps with some coin who simply want to kick some butt. And people why may be single. And white. I appreciate all this.
The execution is the problem. It’s as if Buick doesn’t want you to see the car but instead ‘imagine’ how much you like it. With staid special effect and lame dialog. And the actor appears to be a tall and slim Michael Scott.
I’d say this is a fail.
I think it’d be better as a 30s spot. Not much you can do in 15 seconds.
It’s really funny. There’s universal agreement that this ad sucks but for some reason one tool with extra acccounts voted this down anyway. How sa3d.
Buick has been the old peoples car for sometime. They started to change marketing and revamping their lineup to change that back a few years ago with those commercials where the person would say they are in the Buick and the other person can’t easily find them because they are looking for an old person car.
Recently I was at the Philly Auto Show and there was this older black couple (late 40s, early 50s) who were looking at new cars because they were obviously in the market. The husband goes: “Lets go look at Cadillac (who was not at the show), I want to see what they have”. and the wife replies “I don’t wanna get no Cadillac, that’s a old man car”.
Wayyy too funny.
I’m sorry, but this new batch of Buick ads are cheesy.
The rational/emotional mini-me’s on the shoulders, the casting, the always-there, special-deal, tier 2ish-ness of all these we’re seeing on NCAA b-ball …
it’s a stretch to call them ‘upscale’.
(I know this one doesn’t have an offer @ the end, but it’ll be there, I’d wager).
Buick deserves better than this stuff.
It feels like Applebee’s, or another brand struggling to find their way.
I just wish GM would stop playing games with Buick and make that brand what Volvo, Lincoln, and Acura are right now. Proper Near Luxury with top line luxury offerings. Cloth seats and hard plastics is not helping at all. Metal looking things should be real. Wood looking things should be real. Neither is the base 2.5 Four cylinder on the Envision. Buick needs to be all Turbo and modern power plants. The GS is way over priced. The Kia Stinger (makes me want to vomit to admit this as a GM fan) eats the GS for lunch for pretty much the same money. I mean the GS doesn’t even have paddle shifters and it’s supposedly a sport sedan. Sometimes GM makes me scratch my head.
I mean GMC can have authentic materials but not Buick. It’s maddening b/c Buick has so much potential.
Some guy driving along listening to the voices in his head. Who is this guy grandson of Sam? Another fugly red car. How about using a Blue GS. Oh wait you can’t get a blue GS. This commercial sucks. Maybe they need some inspiration from 30 something-year-old commercials. https://youtu.be/p1kw1qwlaa
Cheesy. And I think most people will have a hard time connecting the point of the commercial, that 3 guys (one “cool” that enjoys driving, one “professional” who likes sports, and one adventurer) correspond to 3 flavors of Regal.
I thought this was going to be a “devil on one shoulder vs angel on the other shoulder” cliche as it began rolling. In retrospect, that would have probably been better. Use a sharply dressed professional woman as the driver, cut back on the dialog, and show her enjoying the drive more.
This is one in a series of shoulder alter-ego Buick commercials.
There’s another one w that guy and a woman – I guess he’s feeling outdoorsy in that one, because a third mini-me of his comes rock-climbing down the side of his head (I’m serious).
Guessing it’s the TourX going after Outback (?). Ad ‘humor’: It’s embarrassing, sorry to say.
It’s a bummer cause the 2 Buick Sedans are pretty good cars.
But not many consumers are interested in Buick. the brand for the last 2 decades had been geared toward the older car buyer.
When GM had Pontiac and Saturn those 2 brands got the younger to middle age customers in North America.
Buick deals with a different issue than the other GM brands, no one questions Buick’s quality, it’s basically the Buick Badge is not that alluring to the younger consumer.
The commercial by the way is okay.
Let’s look at the segment leaders, the mid size sedans, the Camry and Accord, how would the 310hp do against the leaders optional engines from a stoplight or quarter mile? MT & C&D have slightly different number between the 3 cars with 0-60 and quarter mile, but the 2.0T Accord is quicker/faster in both than the GS it appears the 300hp V6 Camry is slower in the 0-60 but faster in the quarter mile than the GS…
How can Buick market the performance as whoa when its unable to beat the best selling sedans on the planet? To the average buyer, is the fact its a liftback, has AWD and has sporty massaging seats worth the extra $10K?
Who’s comparing the Regal GS to the Camry and Accord other than you? Even if Buick had the dealer network, which it doesn’t, it wouldn’t outsell either car and more importantly, that’s not the Regal GS’ goal. Not everyone buys a vehicle for its 0-60 time. You omitted that the non-GS Regal comes as a hatch and has available AWD for less than the GS’ MSRP.
The thing needs at least 400hp then GM can push the performance “whoa”…
This is a great car I can’t wait to drive one! I just want to know how it handles?
So I just bought a 2018 Regal GS and love it. It’s joy to drive as an inspirational daily driver. As a loyal GM owner, if you want 400+hp, buy a Vette (I have a 2011 GS 3LT). Enjoy!
An overpriced midsized. Anyone with a family would pass and single young adults don’t have the income for such a vehicle
I won’t buy one until they get rid of the ugly Black around the wheel wells!!!!
Ditto here. It ruins the look of the car, especially in light colors like white or Silver.
A little hard to take seriously with no option for a stick, no paddle shifters, LED headlights and safety items being made extra costs, lack of exterior colors choices especially blue, a black only interior and acceleration no better than your average Malibu or Accord 2.0T 4 cylinder. I know 0-60 times aren’t everything but holding back on the above will not help sales and further muddles what this car is suppose to be.
I bought the tourx couple months ago….. by far the best car i have ever owned…..my question is….why is buick keeping this such a secret?????)) NOONE has any idea that this a real honest to goodness station wagon!!!!! I have a feeling that GM would be happy if the regal died a quiet death in the USA….otherwise , except for those horrible short TV commercials,WHY no advertising…..lTrying to sell a wagon in the USA is just about impossible ( caddy tried as did Dodge Magnum ) The ads have to be aggresive and thought provoking!!!!!!!