Buick - In the news campaign

In 2007 Buick and Lexus had something in common. A report from J.D. Powers tied them for dependability. And when that happened it was big news. It was some of the best non-paid for advertising Buick has received in a very long time. So the concept was pretty simple. "Buick is in the news." And the print concept that Buick choose was my very literal idea. Let's rip the news to shreds. It took some doing, but eventually NY TImes allowed us to use old content and alter it to look like each Buick was breaking out of it's confined space and shredding the news.

By the time the print hit the stands everyone was talking about it. For the OLA all we had to do was get permission from various publications to use exact quotes.