Buick has launched its new "Your kind of luxury" campaign this weekend just passed. The effort, which broke during the Final Four NCAA tourney, launched with a 60-second anthem spot, "What Matters to
Buick." The ad shows parents and kids playing, a couple running through the rain, an amateur photographer, and features voiceover by actor Kevin Bacon. The ad also mentions that Buick is the
fastest-growing major car brand in the U.S. The pitch aligns with Buick's traditional positioning as the luxury car for the family doctor. The voiceover says Buicks have "a look and feel that says
'come as you are.'"
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