Kendrick Lamar added to an already stellar awards season with five Grammy wins on Sunday, February 1, 2026, bringing his career total to 27 – surpassing Jay-Z as the most-awarded rapper in Grammy history. The accolades, including Best Rap Album for “GNX,” coincide with the launch of a new Buick commercial featuring his music.
The advertisement centers around Lamar’s track “tv off,” a song produced by Sounwave, Jack Antonoff, Mustard, Kamasi Washington, Sean Momberger and Larry “Larry Jayy” Sanders. The commercial opens in black and white, showcasing a classic Buick GNX – the model that directly inspired Lamar’s album title – before transitioning to a vibrant red 2026 Buick Envista. The use of the song and the visual juxtaposition of the vehicles, aims to connect Buick’s heritage with its modern offerings.
Lamar’s connection to Buick runs deeper than just the album and the commercial. He has publicly shared his childhood memories of his father bringing him home from the hospital in a Buick Regal, fostering a lifelong affinity for the brand. In early 2024, he acquired a rare Buick GNX, a purchase initially documented on his private Instagram account, the significance of which wasn’t fully understood until the release of “GNX” later that year.
Accepting the Grammy for Best Rap Album, Lamar emphasized the importance of Hip Hop culture. “Every time I tell you this, Hip Hop is going to always be right here,” he stated from the stage. “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 Buick campaign arrives following a successful year for Lamar, who swept the five nominations at the 67th GRAMMY Awards in 2025 for his song “Not Like Us,” taking home Song Of The Year, Record Of The Year, Best Rap Performance, Best Rap Song, and Best Music Video. “GNX,” released in November 2024, too earned him the Best Rap Album award at the 2026 Grammys, beating out Clipse (“Let God Sort Em Out”), GloRilla (“Glorious”), JID (“God Does Like Ugly”), and Tyler, the Creator (“Chromakopia”).
The 2026 Buick Envista is positioned as a compact crossover SUV, a departure from the Regal GNX’s status as a high-end mid-size sedan. The commercial’s blending of the classic and contemporary models suggests a broader marketing strategy aimed at appealing to both Buick’s loyal customer base and a new generation of buyers.
