Buick, a brand of Detroit’s General Motors Co., today announced the launch of the “See Her Greatness” campaign, designed to drive awareness and magnify the achievements of female athletes.
The campaign will debut on March 12 and continue throughout the year across multiple platforms, including in-person events. Rather than show video footage, the campaign spots feature audio from limited sportscaster commentary of original highlights.
As the spot wraps, it reinforces the minimal media coverage on-screen and provides a QR code that directs viewers to a landing page to watch the full highlights.
The first ads will feature moments from women’s college basketball, hockey, and swimming tournaments, including one of the greatest buzzer beaters in NCAA history.
“What is important to our customers is important to Buick as the brand with the largest percentage share of female buyers, and we are committed to inclusivity and equality for women,” says Molly Peck, vice president of marketing for Buick and GMC. “These remarkable female athletes have demonstrated the dedication, teamwork and leadership skills that can be used on and off the playing field, and we believe her greatness should be seen.”
This year marks the 50th anniversary of Title IX that mandated gender equality in education and athletics. As a longstanding NCAA partner, Buick will run an equal number of paid ads in the women’s and men’s March Madness tournaments.
The company claims more than 40 percent of athletes are women but receive less than 10 percent of media coverage. To help with the goal of bringing women’s sports to the forefront, it is working with Togethxr, a female-led media company designed to showcase women and girls as game changers.
Renowned female athletes Sue Bird, Chloe Kim, Alex Morgan, and Simone Manuel lead the company. Through this collaboration, the companies will create inclusive content to help increase representation and host “mentor huddles” in which viewers can witness a discussion between female athletes during major NCAA tournaments. Influential women athletes will host the huddles and current female collegiate athletes will join them.
The “Buick Huddles with Togethxr” will take place at the Women’s Final Four in Minneapolis (April 1 and April 3) and continue at prominent collegiate events throughout the year.
“Togethxr is on a mission to showcase and build business with and for the amazing diverse women changing the world through sports and activism,” says Jessica Robertson, chief content officer of Togethxr. “We’re excited to work with Buick, which shares our mission to increase the visibility of women’s sports.”
For this campaign, Buick will receive the first “#SeeHer in Sports Award” from SeeHer, the leading global movement to eliminate gender bias in media and advertising, during the Cynopsis Sports Media Awards in April.
The full historic college sports moments featured in the ads, as well as the mentor huddle videos, tournament schedules, and additional content can be found here.