The Buick Lucerne's "The Quiet Ones"
The commercial opens with a wide shot of a car driving on an open mountain road and a voiceover comparing the car to a quiet student. "It's always the quiet ones. They sit in the back, they never raise their hand, then the test comes, and they've got all the answers." The voiceover says the Buick Lucerne is "quieter on the road" than its competitors and starts under $26,000. The slogan, "Buick. Beyond precision, not beyond your reach," concludes the commercial.
Agency: McCann Erickson Chief Creative Director, Dave Moore; ECD, Dean Bastian; Creative Director, Tom Parr, Mark Reichard; CW (�Ringer�) Jeff Eaker; Director of Broadcast Production, Mike Antonucci; Art Director, Bridgit Richardson; Agency Producer, Stacey Gizinski Production Company: Millennium Pictures Director, Alexander Paul; DP, Michael Fitzmaurice; EP, Caroline von Weyher; Producer, Kellee Cragin Editorial: BEAST, Los Angeles (Inside Out) Editor, Igor Kovalik Postproduction: Company 3 Los Angeles Colorist, Rob Sciarratta Music: Comma Music Audio: Play