GM brand Buick is once again putting the focus on women’s sports with a new take on the “See Her Greatness” campaign that featured in last year’s Buick marketing as well.
Noting that Buick has “the highest percentage of female buyers in the industry,” chief marketing officer Molly Peck said that in 2023 “we’re being even more expansive in our efforts to drive recognition for these amazing athletes.”
This year’s See Her Greatness ads will focus on five female athletes, including Aliyah Boston, Cameron Brink, Caitlin Clark, Azzi Fudd and Kiki Rice. Each of the women will feature in her own one-minute mini-documentary giving details on her life and achievements. A shorter “hero video” provides an overall introduction to the campaign.
Buick is featuring the five college basketball players to drive tournament viewership and raise awareness. The automotive brand is partnering with ESPN and Disney Advertising for a new approach to advertisements which it says will be available “across the ESPN digital ecosystem.”
Clicking on a Buick ad during the Women’s March Madness tournament will take the viewer to the ESPN Women’s College Basketball Watch Hub. From there, it’s easily possible to view both highlights and complete games.
“Women’s sports coverage has been a critical piece of our business blueprint for decades and will continue to be a priority as we move into the future,” according to Disney Advertising executive Theresa Palmieri. She also says ESPN is “proud to collaborate” with Buick and other brands committed to women’s sports.
Buick notes that it will purchase an equal number of ad spots in the men’s and women’s NCAA tournaments this year. The “See Her Greatness” ad campaign will continue throughout the year.
Buick is additionally sponsoring a TikTok challenge under the hashtag #SeeHerGreatness, which asks users to share their sports and fitness drills, clips of games, trick shots, and related videos. The automaker is also continuing its partnership, started as part of last year’s See Her Greatness campaign, with female-owned media company TOGETHXR that hosts host so-called “mentor huddles” enabling viewers listen in on live conversations between female athletes at big NCAA events.
You can see the latest in Buick’s ongoing See Her Greatness ad campaign with the 15-second “hero video” embedded below. The second year of the ad campaign officially debuted on Sunday, March 12th, 2023.