Buick Regal GS TV Spot, 'Feeding TIme'

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A baby cries when his mother tries to feed him, even when she makes airplane or train noises. He'll only eat when his dad imitates the smooth sound of the Buick Regal GS.

iSpot Review - July 8, 2015

Dad gets to be a hero, Mom gets to joke (and gush) over her man and baby, and everyone gets a taste of Buick's vroom-vroom-vroom in this TV commercial for the GS Regal.

It's nothing much we haven't seen before. Advertisers might be guilty of dipping to the cute baby, well, a few too many times in the name of engaging creative, but when it fits so strategically with the brand's messaging and targeting, you can't fault the agency for going for the cute factor.

What works so creatively well in this spot is how it delivers the emotional resonance of a dad, his interests, and their unique place in a happy functioning family. Sure, Father can get uber-focused on his car and spend too much time imagining himself on a raceway; but it helps him provide for his child and entertains the family along the way.

Buick's hope is that it has branded the commercial well-enough that dads and moms, who were moved by the ad, will remember the Regal when they start to think about their next car purchase.