Kendrick Lamar’s influence extends beyond music, now soundtracking a new Buick commercial with his hit song “tv off.” The collaboration ties directly into the themes of his critically acclaimed album, GNX, and showcases a blend of automotive history and modern design.
The advertisement, which debuted this week, features the distinctive, stuttering key hits of the track – produced by Sounwave, Jack Antonoff, Mustard, Kamasi Washington, Sean Momberger and Larry “Larry Jayy” Sanders – alongside Lamar’s iconic lyric, “all I ever wanted was a black Grand National.” The commercial opens with a classic Buick GNX model, the very vehicle that inspired Lamar’s album, before panning out to reveal a red 2026 Buick Envista.
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The pairing is particularly resonant given Lamar’s personal connection to the Buick brand. He has spoken about his father bringing him home from the hospital in a Buick Regal, fostering a lifelong affinity for the vehicles. In early 2024, Lamar purchased a rare GNX (Buick Grand National Experimental) – a purchase initially shared on his “finsta” account, the significance of which wasn’t fully understood until the release of GNX in November 2024. The Buick Regal GNX was a high-end mid-size sedan, while the 2026 Envista is positioned as a compact crossover SUV, representing a shift in Buick’s offerings.
The timing of the Buick ad coincides with Lamar’s recent success at the 2026 Grammy Awards, where he took home five awards on Sunday, February 1st. This victory brings his total Grammy count to 27, surpassing JAY-Z and establishing him as the most-awarded rapper in Grammy history, according to People.com.
“Every time I tell you this, Hip Hop is going to always be right here,” Lamar stated while accepting the Grammy for Best Rap Album. “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.”
The use of “tv off” in the commercial isn’t merely a licensing deal; it’s a thematic extension of the album itself. The song explores themes of disconnecting from external distractions and focusing on inner reflection, a message that Buick appears to be aligning with its brand identity. Forbes reports that Lamar’s continued success makes him a highly sought-after collaborator for brands.
Buick’s strategy leverages Lamar’s cultural cachet and the narrative surrounding his GNX album to connect with a broader audience. The commercial’s visual juxtaposition of the classic GNX and the modern Envista suggests a brand that respects its heritage while embracing innovation. USA Today details the wins for Lamar at the 68th annual Grammy Awards.
As Buick continues to redefine its brand image, collaborations with artists like Kendrick Lamar will likely play a crucial role. The success of this campaign will be a key indicator of whether this strategy resonates with consumers and drives sales of the 2026 Envista and beyond. The automotive industry is increasingly looking to cultural relevance to attract buyers, and this partnership demonstrates a clear understanding of that trend.
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