GM's Buick Division Launching New Lacrosse Ads

  • September 18, 2009
The new Buick LaCrosse, the first product intro from the "New GM" and the second major new Buick vehicle after the Enclave, is getting the support of a new advertising campaign positioning the car as "The New Class of World-Class."

Over the next six months, GM will run national television, magazine, outdoor and digital media starting Sept. 21 on ABC's "Dancing with the Stars" season premiere with a 30-second spot focusing on the vehicle's design and how it grabs peoples' attention.

There will be three additional spots focusing on the navigation and entertainment system, the adaptive suspension and LaCrosse's competitive advantages. They will break over the next two weeks, per the company, on such networks as A&E, CNBC, CNN, ESPN, Discovery, Fox News, GOLF, HGTV, USA, and TNT.

Print will include two-page spread ads beginning in October magazines like Fortune, New Yorker, Food and Wine, Wired, Money, Sunset, Road and Track and Automobile.

There will also be a three-month outdoor program in 28 key markets comprising over 2,700 outdoor units. Digital includes home page takeovers on,, and and online advertising on automotive shopping, golf, fine dining and travel sites.--Karl Greenberg



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