Buick Launches “See Her Greatness” Campaign for NCAA March Madness

Leo Burnett teamed up with Buick to spotlight the accomplishments of female athletes.

Over 40% of athletes are women, but they get less than 10% of media coverage. To kick off March Madness during Women’s History Month, Leo Burnett launched “See Her Greatness” for Buick, a fully integrated creative campaign designed to drive awareness and magnify the many accomplishments of female athletes.

The hero spots focus on famous plays by female collegiate athletes, including one of the greatest buzzer beaters in NCAA history. Instead of showing video footage, the campaign features audio from sportscaster commentary to emphasize how many people likely missed these highlights.

Leo Burnett also facilitated partnerships for the #SeeHerGreatness launch, including prominent athletic influencers to promote a TikTok hashtag challenge. They worked with TOGETHXR, a women-led media company dedicated to showcasing the women and girls who are changing the game, who organized an in-person “mentor huddle” for athletes and fans.

The “Buick Huddles with TOGETHXR” events will take place at the Women’s Final Four in Minneapolis (April 1 and April 3) and continue at prominent collegiate games throughout the year.

The full historic college sports moments featured in the ads, as well as the mentor huddle videos, tournament schedules and additional content can be found at Buick.com/SeeHerGreatness.

As the mass market brand with the largest percentage share of female owners, Buick is a proud supporter of inclusivity and equality for women. As a result of the campaign, Buick will receive the “SeeHer in Sports Award” from the Association of National Advertising.