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Buick Park Avenue
Park Avenue-on-Park Avenue

RAN IN: United States

CLIENT
General Motors

AGENCY
McCann-Erickson Detroit *Lead Agency


SUMMARY

In 1997 Buick, launched the all-new redesigned Park Avenue aimed at building share of the domestic large luxury segment. Our challenge was to reposition Park Avenue as a luxury vehicle to capture a greater share of the segment and meet aggressive sales goals. Our solution stemmed from the insight that the glitz and glamour portrayed by other luxury vehicles represents '80's values. Today's consumer wants a different kind of luxury. The Park Avenue-on-Park Avenue campaign successfully elevated Park Avenue from its image as basic transportation to a luxury car by introducing the idea of under-statement as a new expression of luxury in cars and by using the street Park Avenue as a symbol of understated luxury.


Language: English