General Motors is making a bid to define its upscale Buick brand with a campaign, “Your kind of luxury”. Kevin Bacon provides the voiceover for “Brand Anthem: What Matters to Buick”, a television commercial exploring ways in which people find meaning in their lives. The ad begins with excerpts from a poem by Michael Josephson, “What Will Matter”. “A life of meaning and happiness – that’s the greatest luxury of all”. The commercial continues to position Buick as a successful stable brand for affluent people who don’t want to flaunt their success. Buicks make “vehicles of substance and quality, with a look and feel that says, ‘Come as you are.’ This isn’t luxury the way you’ve always known it. It’s luxury the way it should be – your kind of luxury.”
Click on the image below to play the video in YouTube (HD)
The Luxury campaign was developed at Leo Burnett, Detroit.
“What will matter” is by Michael Josephson from the Josephson Institute.
Music is by Waverland.