A new Canadian-made television ad for General Motor‘s Buick brand draws comparisons between the beauty and form of a figure skater and Buick’s 2010 La Crosse model–an official vehicle of the 2010 Vancouver Games.
The television spot is meant to leverage GM’s Olympic sponsorship and hit several criteria points of a new brand positioning around design and technology that Buick is using to shake its image as a car for older drivers.
"The idea was to play more in the Lexus world of an established, slightly younger target," said Scott Couture, group creative director at MacLaren McCann, GM’s agency of record in Canada.
The car’s design and styling are also at the centre of a web-integrated campaign that drives to a new kind of website for the Buick brand.
Buick’s web presence has, until now, been very "traditional," according to Couture.
"It’s been about facts and pricing them out. We’ve never taken the opportunity to tell a story about a vehicle [online]."
At the site, which can be reached from Buick.ca, Dave Lyon, GM’s executive director of interior design for North America, narrates a series of video vignettes that outline exterior and interior design features.
Production and post for the animation-heavy ad was handled by Motion Theory in Los Angeles.
