Apparently, millions of cars are made in America every year including a shitload of Buicks, around 180K of them in 2021, which gives Buick around 1.2% market share. A team of marketing consultants will probably need 100-150 billable hours to conclude that kinda sucks.

So the folks at Buick have (literally) decided to put the YOU in Utility and focus on a product feature that makes everyones life so much more hands free - Amazon’s Alexa - eschewing years and years of automotive marketing learnings (Win on Sunday, Sell on Monday) to focus on being the vehicle of family ease.

But you’re saying, FYMD loves a good product benefit ad - and cars have tons of benefits..sculpted metal, V-8, 500HP, racing suspension, etc…these are the types of intrinsic benefits that create lust, desire and footfall…at Porsche Dealers all over the world…

Anywho, FYMD is a kid free zone, no literally, there is no bring your kid to work day, or take my kid to the doctor day, or my kid has gymnastics day - there’s just work. This is the All-Star Team. 

So, given that we have no visibility on what kids do when they are being driven to school by the nanny, FYMD believes the only acceptable conclusion is that the Buick Alexa is for people who have given up. Or have bad nannies. Or don’t have iPhones.

Either way, nothing on this ad tracks.

Buick, call us…or have Alexa do it…soon.

** The FYMD Detroit office was opened to help ‘America’s Carmakers’ with their marketing communications and it’s pretty clear our new business team is drunk AF and not doing their jobs because our client list includes ZERO American auto brands. Whatever.