A baby cries when his mother tries to feed him, even when she makes airplane or train noises. He'll only eat when his dad imitates the smooth sound of the Buick Regal GS.
iSpot Review — July 8, 2015
Dad gets to be a hero, Mom gets to
joke (and gush) over her man and baby, and everyone gets a taste of Buick's
vroom-vroom-vroom in this TV commercial for the GS Regal.
It's nothing much we haven't seen
before. Advertisers might be guilty of dipping to the cute baby, well, a few
too many times in the name of engaging creative, but when it fits so
strategically with the brand's messaging and targeting, you can't fault the
agency for going for the cute factor.
What works so creatively well in
this spot is how it delivers the emotional resonance of a dad, his interests,
and their unique place in a happy functioning family. Sure, Father can get uber-focused
on his car and spend too much time imagining himself on a raceway; but it helps
him provide for his child and entertains the family along the way.
Buick's hope is that it has
branded the commercial well-enough that dads and moms, who were moved by the
ad, will remember the Regal when they start to think about their next car