DETROIT — In advance of a campaign for the all new Rendezvous, Buick is introducing a new divisional tag line in upcoming television work that breaks this week for the Century. The line "It's All Good" closes the new spot and begins to appear in print advertising for all Buick brands.
"Our goal is to change the perception of Buick for non-traditional Buick buyers," said Buick General Manager Roger W. Adams. "We're sending a clear message that Buick is the contemporary, stylish, capable vehicle at a better value than comparably equipped competitors. In short, it's all good."
Buick Century is the first model to use the "It's All Good" tag line. In the 30-second spot — titled Pennies from Heaven — a baby-boomer couple confidently drives a Century through rain drops of copper pennies that turn to actual rain drops on the car's surface. The couple takes advantage of a few of Century's surprising features, like traction control and a V-6 engine. The female passenger reaches through Century's sunroof to collect the pennies into a cup, just the right amount to go through a toll booth. The spot ends with the graphic "Available for under $20,000" and the voice over "A luxury car you can afford. That's our idea of heaven. Buick Century – It's All Good."
"The pennies metaphor works well to demonstrate Century's affordable luxury," said Dave Moore, creative director of McCann-Erickson Detroit. "The surreal feel of the spot and other new marketing will help garner interest from a group who may have never before thought of Buick."
Other campaigns under the divisional "It's All Good" umbrella will follow through the summer.