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Buick Cars Spotlights Female Athletes Achievements for NCAA March Madness

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Buick teams up with TOGETHXR and Cutters Studios to help drive visibility and conversation around women’s athletics

Buick Cars Spotlights Female Athletes Achievements for NCAA March Madness

To kick off NCAA March Madness, Buick is launching 'See Her Greatness,' a campaign designed to drive awareness and magnify the achievements of female athletes. 

Over 40% of athletes are women but they get less than 10% of media coverage. The ads will focus on incredible moments from historic plays in female college athletics. However, instead of showing video footage, the campaign spots feature audio from sports caster commentary as Buick emphasises many people likely missed these highlights.

As a longstanding NCAA partner and the official SUV of NCAA, Buick’s 'See Her Greatness' campaign will debut on March 12th and will continue throughout the year on multiple platforms, including in-person events. The first ads will feature moments from women’s college basketball, hockey and swimming tournaments. Buick will run an equal number of paid ads in the women’s and men’s March Madness tournaments. 

To help bring women’s sports to the forefront, Buick has partnered with TOGETHXR, a female-led media company designed to showcase women  and girls as game changers. TOGETHXR is led by renowned female athletes Sue Bird, Chloe Kim, Alex Morgan and Simone Manuel. Through this partnership, Buick and TOGETHXR will host 'mentor huddles' in which viewers can witness a discussion between female athletes during major NCAA tournaments. 

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Editorial: Cutters

Editor: Kathryn Hempel

Assistant Editor: Ryann Harrison

Flame: Steve Sweik | Ann Allen

Graphics: Scott Stephens

Colour: Eric Mauer

Executive Producers: Becky Smialek | Heather Richardson

Producer: Alison Collins


Sound Design: Finger Music and Sound Design

Creative Director: Dave Hodge

Production Coordinator: Jordan Rich

Executive Producer: Ewa Miller

Agency Creative and Production

Executive Creative Directors: Steve Glinski, Tim Thomas

Creative Directors: Dan Councilor, Tom Topolewski, Chris Handyside, Vinny Dearaujo, Andre Felix

Business Affairs: Sarah Romain

Legal: Cynthia Fannon, Tina Conte

Talent Manager: Deb McCauley-Ellis, Doreen Jones

Director of Integrated Production: Brian Dooley

Executive Producer: Erik Zaar

Agency Account & Strategy

Account: Jim Bickers, Yanlin Sun, Emily Harrington, Lauren Pesta, Angela D’Aristotile, Natalya Sana

Strategy: Matt MacDonell, Julie Wagner, Roshen Mathew, Kaylin Scott

Community Management: John Hill, Mark Grossi

Categories: Automotive, Cars

Cutters Studios, Thu, 10 Mar 2022 11:41:45 GMT