Cannes Lions

BUICK

LEO BURNETT DETROIT, Troy / GENERAL MOTORS / 2012

Film
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With eAssist, Buick integrates a lot of innovative technologies in order to maximize fuel efficiency. The problem? While the Buick brand voice is warm and inviting, these technological innovations have a way of sounding clinical and cold. Our nationally televised film does two things: On one hand, it explains something dry and technical - namely, how eAssist saves fuel by switching from gas to electric power at a stoplight. On the other hand, it does it in an unexpected way that reinforces Buick's more human and welcoming approach to luxury.

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