Buick’s new integrated campaign for its all-new Envision SUV celebrates NCAA’s March Madness with commercials and social content starring champion cheerleader Morgan Simianer from the hit Netflix docu-series “Cheer.” The campaign, via Leo Burnett Detroit, directed by Jordan Brady and produced by kaboom, invites viewers to Envision the future with fanfare worthy of both national champions and anyone who makes each moment worth celebrating.
This is the second time Brady, Leo Burnett, and Simianer have cheered for Buick’s March Madness campaign - reuniting after last year’s successful promotion. Brady and the agency also collaborated on the 2018 Buick campaign featuring actor Lemorne Morris (New Girl, Woke).
Buick is an official sponsor of NCAA® March Madness® and The Buick NCAA® March Madness® In-Vehicle App grants an all-access pass to the tournament with live game coverage and highlights, from the First Four® to the championship game.
Client: General Motors, Buick Division Buick Social & CRM Manager: Mallory Woodrow Buick Media Strategy, Experiential Marketing & Partnerships: Anthony Biondo
Agency: Leo Burnett Detroit SVP, Director of Integrated Production: Brian Dooley Associate Creative Director / Writer: Tom Topolewski Associate Creative Director / Art Director: Dan Councilor Account Director, Digital and Social: Angela D’Aristotile
Production Company: kaboom productions Director: Jordan Brady Executive Producer/Owner: Lauren Schwartz Producer/Head of Production: Steven Sills