Buick Campaigns to Make Sure You “See Her Greatness”

Buick’s latest campaign aims to amplify the achievements of female collegiate athletes.

Penz Buick GMC of Rochester is proud to announce the reintroduction of the “See Her Greatness” campaign this March, and we are equally as excited to say that it will continue throughout the year. Buick has proudly been the industry’s number one choice for female buyers over the last decade. So, we have more than one reason to drive the recognition that these amazing athletes deserve.

Across the Ecosystem

We are relaunching the campaign this year with renewed enthusiasm and a more expansive approach to our advocacy for female sports. It’s our hope to drive tournament viewership and raise awareness as we bring in our focus on five female athletes, including Aliyah Boston, Cameron Brink, Caitlin Clark, Azzi Fudd, and Kiki Rice. Each will be featured in her own mini-documentary, available for viewing across the entire ESPN digital ecosystem thanks to our partnership with ESPN and Disney Advertising.

#SeeHerGreatness

We are working to explore many avenues to reach all audiences, and as such, we are sponsoring a TikTok challenge under the hashtag #SeeHerGreatness. This asks users to share their sports and fitness drills, clips of games, trick shots, and related videos. In our efforts to nurture this growing community, we will also proudly continue our partnership with female-owned media company TOGETHXR, which hosts what is being called ‘mentor huddles’. This behind-the-scenes look enables viewers to listen in on live conversations between female athletes at big NCAA events and allows for a more personal view of the players.

The One We’re Willing to Make

Too often, those brilliant players, such as the five we will be bringing into focus, have to take a backseat in their own industry as they pale compared to the coverage given to their male counterparts. If the last decade has taught us anything, it’s that representation matters, and we are determined not to let these female contributions fade into the background. We acknowledge that the only change we will see in the world is the one we’re willing to make, and just as we worked to achieve last year, we are determined to give these heroes their share of the stage. Knowing this, we have committed to purchasing an equal number of ad spots in the men’s and women’s NCAA tournaments this year.

A Critical Piece

Women’s achievements have been and always will be a critical piece to the blueprint of all that makes us who we are. Their contributions across all industries and walks of life are valued, important, and deserving of recognition, and Penz Buick GMC is honored to have its part in making them visible.