Well, this is certainly something that would have never crossed our minds in the slightest. We suppose being behind the wheel for some can be a stressful ordeal. Sitting in traffic, other motorists making bad decisions to make one yell curse words out of the window, there are lots of variables.
Buick wants to address that in its latest (some bizarre?) branding move. Buick has teamed up with supermodel Bar Refaeli and yoga expert Chad Dennis so instruct viewers with some proper yoga techniques behind the wheel, and outside of the car featuring a Buick Verano.
Simple neck stretches are part of Dennis’ instruction, while other moves involve exiting the car (we would not recommend doing these particular moves in traffic) and stretching the legs and various body parts with deep breathing.
It’s interesting, that’s for sure. But, every piece of media we digest is for a reason. The video has a distinct luxurious aura around it, something Buick hopes to grasp onto in the future. Let us know what you think in the comment below after watching for yourself.
Comments
The ad suggests it’s about a 24 hour happiness drive at the beginning and the end, yet the ad never shows her leave or return to the dealership.
And so this ad has nothing to do with the test drive. It really only wants to associate HAPPINESS with the Buick brand.
What is happiness? Depends who you ask. (Or really advertize AT.)
Happiness for some is a PERFORMANCE car. Full of POWER. A gas GUZZLER. Something that makes you feel BAD ASS. BIG EQUIPMENT that demonstrates your PROWESS. PRICEY. A vehicle that leaves little doubt… you’re a MAN.
Sound familiar? That’s… what… three quarters of car ads? The problem is it doesn’t represent three quarters of car buyers. I’d hazard to say it only speaks to about one quarter of all shoppers. Most of them being men.
In the old days hot women were shown beside cars. The idea being that if THE MAN buys this car… hot women will gravitate towards it. And so here Buick is putting a hot woman by a car… but the remainder of the paradigm is gone.
It’s a small sedan. Not a gas guzzler. Not pricey. Not a performance car. It lacks power, size, and prowess. The reason why they don’t show it’s a Verano is the car is semi-irrelevant. This isn’t car sales. This is branding.
To whom? The half of the planet that rejects the BAD ASS pitch. The half of the planet that made the Encore a ‘surprise’ hit. Really only a surprise to those who will be utterly bewildered by this ad.
For happiness to this side of the car buying world is inner. It’s not about having a family and kids and hoping you’re lucky enough to have a crossover that fits all your offspring, strollers, and groceries. SCREW that. Heck, this lady doesn’t even need a handsome guy smiling beside her while HE drives a little too fast through mountain passes or across wet parking lots.
This woman doesn’t need this car to be amazing. This car needs this woman to be amazing. That message, that thought is this woman’s bliss. That she is complete already, and that the car merely helps her to continue to be complete.
This is her happiness.
would smack dat ass/10
I love it! the Buick marketing campaign is refreshing and unique. It really accentuates the “that’s not a Buick” theme. And, this ad really appeals to young, upscale drivers. I remember Kate Walsh in the 2008 Cadillac CTS ad campaign and that really caused a lot of great buzz debuting a “that’s not a Cadillac” theme. I hope Buick keeps this marketing theme that draws attention from a young, upscale demographic tired of German and Japanese imports that are really showing blandness in their designs and model lineups.