Buick Shines a Spotlight on Female Athletes to Help Increase Visibility

March 9th, 2022 by

Buick See Her Greatness campaign

The launch of Buick’s new “See Her Greatness” campaign is meant to drive awareness and magnify the achievements of female athletes. The campaign kicks off in tandem with Women’s History Month and the start of NCAA March Madness.

Over 40% of athletes are women but they get less than 10% of media coverage.

“See Her Greatness” will debut on March 12 and continue throughout the year on multiple platforms, including in-person events. The spots focus on incredible moments from historic plays in female college athletics. Instead of showing video footage, the campaign spots feature audio from sportscaster commentary as Buick emphasizes many people likely missed these 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.

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.

“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,” said Molly Peck, Buick and GMC Marketing vice president. “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.”

To help bring women’s sports to the forefront, Buick 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. TOGETHXR has created a compelling platform for women in sports and culture, exemplified through original content that includes Surf Girls: Kaikaina, More Than A Name, FENOM, Summer of Gold and more.

Through this collaboration, Buick and TOGETHXR 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. Buick and TOGETHXR designed these events to provide an opportunity for the athletes to connect, inspire, network and empower. 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.


*Based on 2021 CYE IHS Markit (now part of S&P Global) new personal U.S. light vehicle (GVW U, 1-3) registrations.

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