DETROIT -- Seeking luxury-minded buyers, Buick will launch an advertising tag line today, Sept. 21: "The new class of world class."
Bob Lutz, General Motors Co.'s vice chairman for marketing, revealed the new line to Automotive News at a media event here last week. The tag line will be used in new advertising for the Buick LaCrosse sedan.
The current tag line, "Take a look at me now," was first used in June.
After he took over GM's advertising and marketing in July, Lutz set out to rework Buick advertising. He said he wanted commercials that would project the design and features of the brand's new products.
Buick's lead ad agency, Leo Burnett, did the new spots for the LaCrosse. A batch of Buick commercials that Lutz rejected had been outsourced to the firm of Gary Topolewski, a former Burnett creative director.
Lutz calls the new Buick advertising "aggressive stuff."
Meanwhile, GM has launched a billboard campaign in Los Angeles for the LaCrosse that pokes fun at Lexus.
The series of billboards shows the LaCrosse and these lines: "Another thing for Lexus to relentlessly pursue," "EX your Lexus" and "Goodbye, road rage. Hello, road envy." c