Kendrick Lamar’s “tv off” Featured in New Buick Commercial | Rap-Up

Key Takeaways:

• Kendrick Lamar’s “tv off” soundtracks Buick’s latest commercial, tying into the themes of his GNX album.
• The advertisement features both a classic Buick Grand National Experimental and the 2026 Envista, blending past and present.
• Lamar’s history with the Buick Regal deepens the campaign’s cultural resonance.

Kendrick Lamar’s music continues to permeate popular culture, and his latest venture sees his hit song “tv off” providing the soundtrack for a new Buick commercial. The pairing is a strategic one, leveraging the themes explored in Lamar’s critically acclaimed GNX album and his personal connection to the Buick brand.

A Sonic Bridge Between Past and Present

The commercial, initially shared on social media, opens with a focus on the iconic Buick GNX – the very model that inspired Lamar’s album. The distinctive sound of the song, produced by Sounwave, Jack Antonoff, Mustard, Kamasi Washington, Sean Momberger and Larry “Larry Jayy” Sanders, immediately establishes a mood of nostalgia and aspiration. The advertisement then transitions to showcase the 2026 Buick Envista, a compact crossover SUV, creating a visual and auditory link between Buick’s heritage and its future.

The Personal Connection: Lamar and Buick

This isn’t a purely transactional partnership. Lamar’s affinity for Buick runs deeper than a simple endorsement deal. He has publicly shared his childhood memories of his father driving a Buick Regal, fostering a lifelong appreciation for the brand. In early 2024, Lamar acquired a rare Buick GNX, a purchase he documented on social media. This personal investment became a central motif in the rollout of his GNX album, released in November 2024, solidifying the connection between the artist and the vehicle. As Rap-Up reported, the GNX became a symbol within the album’s narrative.

Grammy Success and Continued Cultural Impact

The Buick commercial arrives on the heels of a triumphant night for Lamar at the 68th Annual Grammy Awards, held on February 1, 2026. He secured five additional Grammy Awards, bringing his career total to 27 – surpassing JAY-Z as the most-awarded rapper in Grammy history. According to GRAMMY.com, Lamar won for Song of the Year, Record of the Year, Best Rap Performance, Best Rap Song, and Best Music Video for “Not Like Us.”

“Every time I notify you this, Hip Hop is going to always be right here,” Lamar stated during his acceptance speech 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.” This sentiment underscores Lamar’s commitment to representing and elevating hip-hop culture, a value that aligns with Buick’s attempt to connect with a broader audience.

Kendrick Lamar’s Award Tally: A Career Overview

Throughout his career, Kendrick Lamar has amassed an impressive collection of accolades. As detailed in the Wikipedia list of his awards and nominations, he has received 216 wins from a total of 496 nominations. This includes 27 Grammy Awards, 16 BET Awards, and a Pulitzer Prize for his album DAMN. His consistent recognition across various award shows demonstrates his widespread appeal and artistic influence.

What’s Next for Lamar and Buick?

The Buick commercial is likely the first in a series of collaborative efforts between the artist and the automaker. While specific details regarding future campaigns remain unclear, the initial response to the “tv off” spot suggests a successful partnership. Buick will likely leverage Lamar’s cultural cachet to appeal to a younger, more diverse demographic, while Lamar benefits from the exposure and financial support of a major brand. The success of this campaign could pave the way for similar collaborations between artists and automakers, blurring the lines between music, marketing, and personal branding.

Reader FAQ

1. What song is featured in the Buick commercial? The commercial features Kendrick Lamar’s song “tv off” from his 2024 album, GNX.
2. What is the significance of the Buick GNX? The Buick GNX inspired Kendrick Lamar’s GNX album and represents a personal connection to the brand stemming from his childhood.
3. How many Grammy Awards has Kendrick Lamar won? As of February 2026, Kendrick Lamar has won 27 Grammy Awards.
4. What models are featured in the commercial? The commercial features both a classic Buick Grand National Experimental (GNX) and the 2026 Buick Envista.