If you watch TV at all, you’re going to encounter commercials that offend and annoy. Take the following Buick spot—I find it highly annoying…
Having trouble keeping up with the Garcias? Buy a Buick! It’s your duty as a good husband to bring home the bacon in a Buick Enclave.
This look into the modern American marriage, brought to you by Buick, is a distraction from the strategy which is sound. Thanks to several notable upgrades the Buick you once knew is no longer recognizable. That’s a solid idea that a creative team can exploit in a hundred smart ways.
Instead, we’re force fed some lame pop psychology, but worse than that, where is the motivation to buy a car? The American man is supposed to succumb to a guilt trip and reward his covetous wife with a new Buick? Give me a break. Cars are expensive; aspiration is built in to the purchase by default. Even when selling a family wagon, the car maker has to ask, “What’s in it for dad?”