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Kevin Iciness / Workers through Getty Photography

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Kendrick Lamar accepts the Finest Rap Album award for ‘GNX’ onstage one day of the 68th annual Grammy Awards

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Key Takeaways:

• Kendrick Lamar’s “tv off” soundtracks Buick’s unusual business, tying into the subjects of his GNX album.
• The advertisement facets every a classic Buick Astronomical National Experimental and the 2026 Envista, blending past and masks.
• Lamar’s historical past with the Buick Regal deepens the marketing campaign’s cultural resonance.

Kendrick Lamar continues to be a marketing department’s dream. The Compton rapper’s hit song “tv off” affords the soundscape for a unusual Buick business.

The stuttering key hits of the Sounwave, Jack Antonoff, Mustard, Kamasi Washington, Sean Momberger and Larry “Larry Jayy” Sanders-produced music, collectively at the side of his iconic “all I ever wanted was a dark Astronomical National,” are heard one day of the initially dark and white business. At the starting save aside, the classic Buick GNX model that impressed K. Dot’s GNX album is featured. The digicam then pans out from the classic tv dilemma to showcase a crimson 2026 Buick Envista.

Whereas the Buick Regal GNX was a high-discontinue mid-dimension sedan, the Envista is touted as a compact crossover SUV. Lamar has said that his father took him house after his start in a Buick Regal, and he developed an affinity for the vehicle. The “squabble up” artist purchased his have uncommon GNX (short for the Buick Astronomical National Experimental) in early 2024. The importance of the post he shared on his “finsta” about his aquire wouldn’t be absolutely realized by fans until the GNX album’s arrival in November 2024.

The advent of the unusual Buick save aside is effectively timed pondering Lamar true received one other five Grammys on Sunday (Feb. 1). The unusual hardware he earned at the 2026 Grammy Awards brings his entire to 27, propelling him sooner than JAY-Z as the rapper with the most Grammy trophies.

“On every occasion I allege you this, Hip Hop goes to constantly be appropriate here,” Lamar said from the stage whereas accepting his Grammy for Finest Rap album. “We [are] going to be in these suits, we going to be taking a ogle appropriate, we going to be having our folk with us. We [are] going to be having the culture with us… God is the glory, love y’all.”