HMS III HEAD Measurement System Appears in Buick Lucerne TV ads

"Mr. Aachen Head" starring in the Buick Lucerne television advertisement

When the advertising team at GM was looking for an intriguing way to promote the QuietTuning™ of its new Buick Lucerne, they called upon the Aachen Head. The Aachen Heads, or more formally known as the HMS III.0 HEAD Measurement Systems, are used extensively by GM engineers in their efforts to reduce interior noise and meet sound quality targets for all vehicle components; so that ultimately the result is a vehicle that is extremely pleasing to drive. HMS III.0 recordings are used both subjectively in the form of jury tests, and objectively in combination with the ArtemiS Analysis System for assessing sound quality and troubleshooting the undesirable sound aspects. As a result of the Buick advertising team's efforts, the HMS III.0 has found its way into several newspaper and web articles, the Lucerne dealer brochure, and a television advertisement that is being broadcasted nationally in the U.S.A.

The television ad introduces "Mr. Aachen Head" as a highly sensitive sound measuring device that is used by Buick engineers to create their "quiet-tuned" cabin. Buick Advertising Manager, Jill Putnam, was invited to speak at a recent HEAD acoustics User Group Meeting where she previewed the ad to the attendees and explained how the idea for using the HMS III originated:

Dr. Klaus Genuit, HEAD acoustics GmbH with Jill Putnam, Buick Advertising Manager at the North American HEAD acoustics User Group Meeting

"We first wanted to understand the vehicle itself and to get our mind set on the important features. Our creative team determined that the overall quietness of the Lucerne is a key "proof-point" of the vehicle build. The next step is to prove that it is quiet. How do we prove that it is quiet? We test it…
During meetings with the engineers, where we learned about the test process, people kept talking about the Aachen Head. Once we had a chance to see the Aachen Head, we immediately concluded that its unique, high-tech, eye-catching design is perfect for communicating the quiet proof-point. So far, everyone is very pleased with the ad and how it reinforces the Lucerne's image of luxury and technical innovation."

It is planned to have several HMS III.0 systems travel around to Buick car dealerships as part of the Lucerne launch to promote Buick's QuietTuning™. With all the TV coverage, it is expected that Mr. Aachen Head will be a well known celebrity by the time he visits the car dealers.

GM, Buick, and QuietTuning are trademarks of General Motors Corporation

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