New Buick Tour Bus Ad

http://www.youtube.com/watch?v=o8S52l0_N3g

This ad has a lot going for it. Pandora has turned into a necessity for many young adults, and to inspire younger buyers, Buick is trying to be proactive at making "new necessities" available. Buick is targeting a younger audience with a young woman being the owner of the vehicle and subject of the ad. Also, the "Neon Trees" are not a sound that the older public is going to recognize, another aim towards younger buyers. This makes me wonder if the focus is to reinvent the classic trademark of "a Buick is a great car... for a grandparent."

There is good humor in this ad - I have to chuckle every time I see this and the tour buses are pulling up behind her car. Also, I actually get excited when this ad comes on because I laugh so hard when the monk cantors sing "dry cleaners." The fact that I can recognize this commercial and even get excited for it is great for Buick - especially considering I'm on the younger side of their target audience.

One flaw however, is that this song seems to give a lot of recognition to the Neon Trees, and Pandora - and less to the actual vehicle itself. I had to watch this commercial several times before I realized it was a Buick commercial. I think by spending a little more time on the actual car at the end of the ad could have made a lot of difference for Buick. However, I'm not going to go as far as saying it's a missed opportunity for Buick. Because despite having to see it several times before I recognized the brand, Buick has this playing very often on many stations - so the likelihood of people seeing this commercial a few times, at least, is relatively high.