Actor Max Greenfield ("New Girl") is the frontman in Buick's latest campaign for its Envision 2017 SUV, playing up to the image of a spoilt and pampered actor in a humorous way that also points out features of the car.
The spots see him boast about doing his own driving himself, while getting the rest of his crew to do virtually everything else for him. He also demonstrates the car's hands-free liftgate while attempting to keep his hands pristine, and another spot sees him describe how he's used to being the "center of attention" while his crew check out the Envision's interior features.
The ads will run in digital and social media. Buick said Greenfield will also star in new 2017 LaCrosse ads in the early fall.
The brand has been big on leveraging celebrity talent of late. Earlier this year, it tapped Ellie Kemper to bring her charming dorkiness to a digital video campaign. Odell Beckham Jr. and Emily Ratajkowski also fronted to auto brand's Super Bowl spot.