Kendrick Lamar’s ‘TV Off’ Fuels Buick Campaign, Continues Grammy Dominance

Kendrick Lamar continues to be a marketing department’s dream. The Compton rapper’s hit song “tv off” provides the soundscape for a new Buick commercial, seamlessly blending his artistic vision with a major brand.

The stuttering key hits of the track, produced by Sounwave, Jack Antonoff, Mustard, Kamasi Washington, Sean Momberger and Larry “Larry Jayy” Sanders, along with his iconic lyric “all I ever wanted was a black Grand National,” are featured throughout the commercial. The spot initially showcases a classic Buick GNX model, the vehicle that inspired Lamar’s 2024 album, GNX. The camera then transitions to a red 2026 Buick Envista.

While the Buick Regal GNX was a high-end mid-size sedan, the Envista is positioned as a compact crossover SUV. Lamar’s connection to the Buick Regal runs deep; he has shared that his father brought him home from the hospital in one, fostering a lifelong affinity for the vehicle. The “squabble up” artist purchased a rare GNX (short for the Buick Grand National Experimental) in early 2024, a purchase he initially documented on his “finsta” account, the significance of which became clear with the release of the GNX album in November 2024.

The Buick advertisement arrives on the heels of Lamar’s recent Grammy success. On February 1, 2026, he secured five additional Grammy Awards, bringing his career total to 27 – surpassing Jay-Z as the rapper with the most Grammy trophies of all time.

“Every time I tell you this, Hip Hop is going to always be right here,” Lamar stated on stage while accepting his 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.”

Lamar’s 2026 Grammy wins included Best Rap Album for GNX, alongside victories for Record of the Year, Best Melodic Rap Performance, Best Rap Song, and Best Rap Performance as reported by the official Grammy website.

Other notable winners at the 68th Annual Grammy Awards included Bad Bunny (Album of the Year), Billie Eilish (Song of the Year), and Lady Gaga (Best Pop Vocal Album).