A few months ago, we shared with you the Which Regal ad for the all-new 2018 Regal that presented a male shopper trying to decide between the Regal lineup – the Sportback, GS or the TourX. Buick followed up that spot with another Regal commercial called Second Opinion featuring Jess, the female-counterpart to the male shopper. This time around, we get a woman’s perspective on which of the three Regal models he should pick.
The decision process is broken down to three specific stereotypes, just as it was in the first ad. There’s the tempting desire for the more “powerful” Regal GS and its 3.6-liter LGX V6 under the hood, the “innovative” Regal Sportback which blends style and practicality, and the utilitarian Regal TourX which provides extra space thanks to its wagon body style.
Whichever Regal model he chooses, an intelligent all-wheel drive system is available along impressive storage space, the latest creature comforts, including massaging seats, and contemporary and tasteful styling that’s quite appealing.
Hit play to see the short Buick ad for yourself, then let us know which 2018 Buick Regal model you’d choose in the comments.
Comments
My first choice would be a Buick Regal TourX, either in summit white or white frost tricoat.
My second choice would be a Buick Regal GS in smoked pearl metallic (i.e., gray) or quicksilver metallic (i.e,, silver).
My third choice would be a Regal Avenir in smoked pearl metallic or quicksilver metallic.
By the way, I don’t see the Regal Avenir listed yet on Buick’s website.
Good ad as it tells everything you want to know about the whole lineup! TourX for me..
Tour X
GS IN RED ??
Thanks for asking. A black GS.
Cruddy ad spending more time on the actors than the cars themselves…NO explanation of what a “tourx” is… Buick needs to step up and advertise the heck for the tourx.. I own mine since feb and NOONE has any idea of what it w… no one… nest car I have ever owned but unknown by 99% of the population… people are shocked when I tell them it is a station wagon…I feel like an unpaid cheerleader for the tourx… just hope it will be around when my lease ends in 3 yrs
Let’s take a deep breath, take a step back, and align perception with reality.
What do you want them to do in a 30-second clip? Mind you, the focus of the ad is not the TourX… it’s the Regal range as a whole.
Considering the complete funnel is vital to understanding the strategy behind these ads. That objective is to show the cars in these spots (half of which are watched on mute, by the way), pique interest, and funnel the user onto the Buick website or into a dealership… where they can learn more.
No one has any idea what the TourX is because the car is:
1. A brand new nameplate
2. A limited-interest item (no one is really interested in wagons nowadays)
3. A brand that is still damaged when it comes to the market at large
Do get real traction in the market, an automaker must be consistent and continue communicating the same names, vehicle message and branding message for years. A few months of a limited advertising of a limited-interest product won’t make everyone suddenly take note. It’s reality, rather than “cruddy ad spending”.
none there not made in AMERICA
That’s the perfect reason to buy one of each. I trust the ability of Chicom child labor to build quality far more than UAW labor.
Where are these ads aired? I guess I don’t watch the right shows. They are all nice, but if I had to choose, Tourx.