Buick Takes Precision Route With New Lucerne Campaign

Today, Buick launched a campaign, called "Beyond Precision," for its new 2006 Lucerne. Television spots focus on the exactitude with which the car is crafted which is not necessarily a new message but seems to work in this case. After all, there's not much else about a Buick that's all that exciting. At least we can be excited about the car's ad campaign.

A series of print ads will launch on Nov. 22 in USA TODAY and Nov. 23 in the New York Times and Wall Street Journal; and will run throughout the year in a variety of magazines and newspapers. Interactive inserts, coined "Buzz Prints," that feature product attributes of the Lucerne will begin running in publications in February. Additional campaign components include online advertising and promotional placements on prime time shows. Two of the spots can be viewed here and here.

One Adrants reader notes "Saw today's item on the Buick Lucerne, and that name has been bugging me. And then it hit me - that's where I've seen it before, in the dairy case! Who would have come up with such a name for a car, when it's long been associated with small curd cottage cheese?"