Buick Introduces New Divisional Tag Line In Television Advertising

DETROIT - In advance of a campaign for the all new Rendezvous, Buick is introducing a new divisional tag line in upcoming television work that breaks this week for the Century. The line "It's All Good" closes the new spot and begins to appear in print advertising for all Buick brands.

"Our goal is to change the perception of Buick for non-traditional Buick buyers," said Buick General Manager Roger W. Adams. "We're sending a clear message that Buick is the contemporary, stylish, capable vehicle at a better value than comparably equipped competitors. In short, it's all good."

Buick Century is the first model to use the "It's All Good" tag line. In the 30-second spot - titled Pennies from Heaven - a baby-boomer couple confidently drives a Century through rain drops of copper pennies that turn to actual rain drops on the car's surface. The couple takes advantage of a few of Century's surprising features, like traction control and a V-6 engine. The female passenger reaches through Century's sunroof to collect the pennies into a cup, just the right amount go through a toll booth. The spot ends with the graphic "Available for under $20,000" and the voice over "A luxury car you can afford. That's our idea of heaven. Buick Century - It's All Good."

"The pennies metaphor works well to demonstrate Century's affordable luxury," said Dave Moore, creative director and McCann-Erickson Detroit. "The surreal feel of the spot and other new marketing will help garner interest from a group who may have never before thought of Buick."

Other campaigns under the divisional "It's All Good" umbrella will follow through the summer.

Buick Century has been a Consumers Digest Best Buy Award winner for three consecutive years and has the most loyal customer base of any other car in the midsize segment as defined by The Polk Company in 1999 and 2000. For more information on Century and all Buicks, log on to www.buick.com.