Buick: See Her Greatness - Golden Goal

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 sportscaster commentary as Buick emphasizes 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 12 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.