Rock and roll and cars go together. Like mustard and hot dogs. Which may explain what Buick is doing featuring indie band Hellogoodbye and audio equipment company Harmon/Kardon in this five-minute mini rock doc.
The band took a two day road trip across Nevada in a Buick Regal Turbo – filming during the trip – and wrote the song, “Killing Time” inspired by what they saw on the road.
Barbara Goose, of Digitas says, “This is the first time that an auto brand has taken such a big role in the creation and digital debut of a new song. From inspiring the lyrics to partnering with Harman/Kardon on the audio, Buick has uniquely integrated itself into the track in a way that’s both authentic and engaging – everything that an active brand should be.”
Buick’s not alone in its interest in the music its drivers enjoy. As noted in September, Scion is acting very much like a record label, sponsoring a full campaign of record releases, videos and tour support for about 20 acts.
Previously on AdPulp: You Need A Buick If You Want To re:discover The Soul Of A City
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