Buick China: Buick Nail Clippers

Buick, once nicknamed as the “old people’s car” in China, didn't view flaws as negatives, but used humour to turn an online joke into a selling feature for the brand.

Campaign details

Title: Buick Nail ClippersAgency: Ogilvy ShanghaiAdvertiser: General Motors Corp.Brand: BuickMarket: China

Background

Buick was previously known as the "old people's car." With the rise of electric vehicles and increased competition in the automotive industry, they knew they needed to make changes.

To appeal to younger drivers and transition to an all-electric future, they made bold moves and underwent a much-needed brand makeover. However, things took a turn for the worse when fans pointed out that the new logo looked suspiciously like a set of nail clippers, turning a challenging situation into a...

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