Buick looks at life with glass-half-full optimism. We make vehicles that are intended to make life easier and more fun. It's at the epicenter of what we do and it's spoken into the details of every vehicle. This sparkling energy is the core of our brand voice. Whatever we say, we say with a smile.
BROADCAST
The assignment: Using our spokesperson, Reese Witherspoon, create a broadcast spot that shows off the full vehicle lineup and some of our most interesting features. Use this as an opportunity to show that Buick is "going places."
The script: "Better"
OPEN ON: REESE WITHERSPOON DRIVING THE BUICK ENCORE GX WITH HER FRIENDS IN THE BACK SEAT.
REESE: There’s something about making things better. Like taking the eye-catching Buick Encore GX and giving it some mind-blowing tech.
REESE: Like this.
REESE ACTIVATES HEADS-UP DISPLAY. REESE’S PASSENGER PUTS HER PHONE ON THE WIRELESS CHARGING AND IT INSTANTLY CONNECTS.
PASSENGER: and this.
CUT TO: REESE SLIDES INTO THE PASSENGER SIDE OF THE BUICK ENCLAVE AND BUCKLES UP. A MOM IS DRIVING AND HER KIDS ARE IN THE BACK SEAT.
REESE: Or imagine you’re driving the Buick Enclave, with room for the whole crew.
And backing out of your driveway looked a lot like…your Buick looking out for you.
THE MOM ACTIVATES HD SURROUND VISION AND, ON THE SCREEN, YOU CAN SEE A STUFFED DINOSAUR IN THE DRIVEWAY.
KID IN THE BACK SEAT: Wait, where’s my dinosaur?
REESE AND THE MOM SHARE A KNOWING LOOK.
CUT TO: REESE SITTING IN THE BACK SEAT OF THE BUICK ENVISION WITH A DOG. SHE PETS THE DOG WHILE A YOUNG MAN IS DRIVING.
REESE: Or take the Buick Envision… smart style that’s well, smart. Go hands-free with available SuperCruise, which looks—and feels—super cool.
MAN ENGAGES SUPERCRUISE
Person: Woah!
Reese: Exactly.
CUT TO: REESE WALKING UP TO THE BUICK ENVISTA.
REESE: But the best part? The Buick lineup is only getting better.
REESE ARRIVES AND THE BUICK ENVISTA TO SEE A YOUNG MAN ADMIRING THE VEHICLE.
REESE: The First-Ever Buick Envista is stylish, tech savvy, and saves you the sticker shock.
Girl (excited and in disbelief): This is in my price range?
REESE NODS TO THE GIRL AND WINKS AT THE CAMERA
Reese: Well, not all of the sticker shock.
Reese: Better. It’s what Buick does best.
Other Scripts
The assignment: Create a How-To YouTube video for new owners of the First-Ever Buick Envista.
*This project was tabled before production*
The script:
VO: Hi! Welcome to your First-Ever Buick Envista onboarding. Congratulations!
[BUICK ENVISTA APPEARS AND CELEBRATORY ANIMATIONS FILL IN AROUND IT]
VO: Here it is. For the record, you have incredible taste.
VO: Why don’t we take a look around?
[CUT TO FRONT OF ENVISTA ]
VO: We’ll start with the details.
[ZOOM IN ON BADGING]
VO: Like how you'll love the new tri-shield badging [pull out to reveal grille] on top of an elegant low-mounted grille. [SUPERS BLINKING: NEW! NEW! NEW!)
VO:[PULL OUT TO REVEAL LAMPS] Plus, there’s two signature LED daytime running lamps, which are brilliant for the road ahead. Literally.
VO: It might be the First-Ever Buick Envista, but there's a lot that you’re probably familiar with. For instance, your Buick is still designed to make every
day just thaaaaat much better.
VO: I mean, just get a look at this view. [CUT TO BACK OF ENVISTA]
VO: And for the Envista Avenir and Sport Touring, your sense of style gets tech-savvy.
VO: Imagine that you've got your arms full. [DEMO MODEL STANDS WITH HANDS FULL] Like really full. [ONE MORE THING APPEARS ON TOP OF HER STACK OF OBJECTS] Great!
VO: Now, don’t worry. If equipped with the available power liftgate, your Buick is here to give you a hand. [DEMO OF THE POWER LIFTGATE]
VO: It's easy as that. [SUPERS: AVAILABLE POWER LIFTGATE]
[MOTION LINES ANIMATION TRACKING THE LIFT GATE OPENING]
VO: And when you step to the side, there’s even more to love. [CUT AROUND TO THE SIDE OF THE ENVISTA]
VO: But you already knew that.
V.O.: On the Avenir and Sport Touring, enjoy wheel designs that dazzle.
V.O.: The Avenir features exclusive 19” aluminum wheels with Pearl Nickle finish, and Sport Touring feature 18” wheels or available 19” high-gloss black painted aluminum wheels.
[SUPERS/ARROW POINTING AT WHEELS: PREMIUM 18" OR 19” ALUMINUM WHEELS SHOWN.]
[ANIMATIONS AROUND WHEELS]
VO: [ZOOM OUT TO THE FULL ENVISTA IN HERO POSITION] Getting you where you’re going and looking great while doing it. That’s the First-Ever Buick Envista exterior.
VO: [INSERT TAGLINE]. The First-Ever Buick Envista.
*This project was tabled before production*