Buick Launches Second Annual ‘See Her Greatness’ Campaign, Highlighting Women’s Sports

Like many great automakers, Buick is committed to giving back to its customer base, a base that has helped them enjoy over a century-long adventure serving drivers throughout the U.S. First introduced in 1903 in Flint, Michigan, Buick has grown to be a staple brand of the American auto market, with a number of great models customers have grown to love.

In the automaker’s latest marketing campaign, Buick is once again highlighting the success of women’s sports and women athletes in the “See Her Greatness” campaign. Buick’s Chief marketing officer, Molly Peck, shares that as an automaker with one of the “highest percentage of female buyers in the industry”, Buick is committed to giving back to a customer base that has offered unwavering support. “We’re being even more expansive in our efforts to drive recognition for these amazing athletes.” Peck shared in a recent press release.

Buick Highlights Women Athletes’ Accomplishments

The See Her Greatness ad campaign will recognize five American athletes, helping to shine a light on their accomplishments both on and off the court. The five athletes include Aliyah Boston, Cameron Brink, Caitlin Clark, Azzi Fudd, and Kiki Rice. Despite still playing at the collegiate level, these five players have made a profound impact on their college and on
women’s college basketball as a whole. And thanks to NIL, individual athletes can now make individual deals with brands such as Buick

As part of the Campaign, each athlete will star in their own one-minute mini-documentary that highlights their athletic and personal accomplishments. Buick has introduced these five athletes via a shorter “Hero Video” that gives a brief glimpse into the athletes.

Buick has partnered with ESPN and Disney Advertising to launch their marketing campaign. The automaker shares that the video ads will be available “across the ESPN digital ecosystem,” allowing sports fans to engage with the marketing material highlighting some of their favorite players.

The Title IX Fight Carries On

Fifty years into Title IX, women’s sports still have to fight for parity when it comes to resources and coverage.

In announcing the partnership of the marketing ad, Disney Advertising executive Theresa Palmieri shared “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.” Palmieri added that ESPN is “proud to collaborate” with Buick along with other brands that are committed to
advancing and recognizing the importance and impact of women’s sports.

In addition to its high-profile marketing campaign, Buick has launched another social media marketing campaign via TikTok. The automaker is sponsoring a TikTok challenge that prompts everyday users to share their favorite clips of sports, fitness drills, game shots, trick shots, and other clips pertaining to the sports world. Users are encouraged to participate in the challenge by highly their own successes with the hashtag #SeeHerGreatness.

When and Where You Can See the Buick Ads

The ads are set to debut on March 12th and play during the women’s March Madness Tournament. When viewers click on the ad, they will be taken to the ESPN women’s college basketball watch hub. Once there, audiences can learn more about current matches, player stats and information, and much more. Audiences will also have the ability to learn more about their Buick dealer and available models. The ads will continue to run until the close of the Women’s March Madness competition.

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