The ad, which broke last week, also forsakes the convention favoured by consumers of showing a good looking man behind the wheel in a recognisable setting, featuring the car in an ethereal environment instead, driving along a shadowy road suspended in space. "Lacrosse is a new attempt for Buick to step out from its past advertising, adding in youthful and energetic elements to fit a different target audience's needs," said Daniel Lu, Buick brand director for Bates-Asia Shanghai, Buick's AOR.
While Buick has traditionally been perceived in China as a mature brand for senior managers, research identified a new younger audience with greater interest in technology and style, and higher expectations of the experience a car provides, Lu said. "This ad has injected new energy into the Buick brand in China and gives consumers a different perspective on the brand."
Post-production was done in Paris to give the finished work a markedly different feel to other car ads. The new ad is one of the first steps of a major campaign designed to make the Lacrosse stand out at time when new car launches in China have reached a high, in a market beset by profit warnings and intense competitive pressure. The campaign also includes print, outdoor, radio, online sales promotion and showroom elements, with a follow-up TVC also lined up.
