Compton rapper Kendrick Lamar’s music is once again driving a major marketing campaign, this time for Buick. The automaker is featuring Lamar’s track “tv off” – a standout cut from his critically acclaimed 2024 album GNX – in a new commercial that blends the brand’s heritage with its future vision. The pairing highlights a growing trend of automakers leveraging popular music to connect with consumers on a cultural level and in Lamar’s case, the connection runs particularly deep.
The commercial, initially shared in a black and white clip on X (formerly Twitter), opens with a classic Buick GNX – the very model that inspired the themes of Lamar’s latest album – before transitioning to showcase the sleek lines of the 2026 Buick Envista. The use of “tv off,” with its distinctive, stuttering key hits produced by Sounwave, Jack Antonoff, Mustard, Kamasi Washington, Sean Momberger and Larry “Larry Jayy” Sanders, immediately evokes the album’s introspective and often minimalist soundscape. The ad also features Lamar’s spoken-word line, “all I ever wanted was a black Grand National,” a lyric that resonated with fans upon the album’s release.
The new Buick Envista commercial featuring Kendrick Lamar’s “tv off” is 🔥
“all I ever wanted was a black Grand National” 🗣️
Watch: https://x.com/KendrickData/status/2018657104761139308
A Personal Connection: Lamar and Buick’s Shared History
The collaboration isn’t simply a licensing deal; it’s rooted in a genuine connection between Lamar and the Buick brand. The rapper has spoken publicly about his childhood memories of Buicks, specifically recalling his father bringing him home from the hospital in a Buick Regal. This early exposure fostered a lifelong affinity for the vehicles, culminating in his purchase of a rare GNX in early 2024. A post about the purchase on his “finsta” account initially flew under the radar, but gained significance when the GNX album arrived later that year, solidifying the car’s central role in his artistic vision.
The Buick Regal GNX was a high-performance, mid-size sedan produced in the late 1980s, known for its turbocharged engine and distinctive styling. The 2026 Envista, represents Buick’s move towards a more modern, compact crossover SUV market. The commercial cleverly juxtaposes these two vehicles, suggesting a continuity of Buick’s commitment to innovation and style across generations.
Grammy Momentum Fuels the Partnership
The timing of the Buick commercial coincides with a period of significant recognition for Lamar. Just days before the ad’s release, he won five Grammy Awards on February 1, 2026, bringing his total to 27 – surpassing JAY-Z as the rapper with the most Grammy trophies in history. He took home the award for Best Rap Album for GNX, further cementing the album’s cultural impact.
Accepting the award, Lamar emphasized the importance of Hip Hop culture, stating, “Every time I tell you this, Hip Hop is going to always be right here. We [are] going to be in these suits, we going to be looking good, we going to be having our folks with us. We [are] going to be having the culture with us… God is the glory, love y’all.” This sentiment aligns with Buick’s attempt to position itself as a brand that understands and appreciates contemporary culture.
The Broader Trend: Music and Automotive Marketing
Buick’s use of Kendrick Lamar’s music is part of a larger trend of automakers increasingly turning to popular artists to enhance their brand image and reach new audiences. Music has long been used in advertising, but the current approach goes beyond simply licensing a catchy tune. Brands are seeking artists who embody their values and can authentically connect with consumers. This strategy is particularly effective in the automotive industry, where vehicles are often seen as extensions of personal identity and lifestyle.
The success of this campaign will likely be measured not only in sales figures but also in brand perception. By aligning itself with an artist as respected and influential as Kendrick Lamar, Buick is signaling its commitment to innovation, culture, and a forward-thinking vision. The use of “tv off” and the visual storytelling in the commercial effectively tap into the themes of GNX, creating a cohesive and compelling message for potential buyers.
Looking ahead, Buick has not announced any further collaborations with Lamar, but the initial response to the commercial suggests a potentially fruitful partnership. The company is expected to continue its marketing push for the 2026 Envista throughout the year, and the “tv off” campaign will likely remain a central component of that effort. Consumers interested in learning more about the 2026 Buick Envista can visit the Buick website for detailed specifications and availability information.
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