Buick Pokes Fun at Lexus in New Billboard Ads

Also Introduces Latest Tagline for LaCrosse: 'The New Class of World Class'

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DETROIT (AdAge.com) -- Bob Lutz, General Motor Co.'s vice chairman of marketing, revealed the new tagline for Buick's LaCrosse sedan to Automotive News today: "The new class of world class."

The current tagline, "Take a look at me now," was first used in June.

After he took over GM's advertising and marketing in July, Mr. Lutz set out to rework Buick advertising, saying he wanted commercials that properly project the design and features of the brand's new products.

Buick's lead ad agency, Publicis Groupe's Leo Burnett, created the new spots for the LaCrosse. A batch of Buick commercials that Mr. Lutz rejected had been outsourced to the firm of Gary Topolewski, a former Burnett creative director.

Mr. Lutz called the new Buick advertising "aggressive stuff." Indeed, the new strategy for the model appears to be just that, judging from a billboard campaign the marketer launched in Los Angeles for LaCrosse that brazenly pokes fun at Lexus.

The series of billboards, with a photo of the LaCrosse, read: "Another thing for Lexus to relentlessly pursue," "EX your Lexus" and "Goodbye, road rage. Hello, road envy."

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Jamie LaReau is a reporter for Automotive News
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