Buick wanted to improve brand opinion and position its refreshed lineup in a way that would resonate with a younger audience. To do it, we chose the quirky, down-to-earth comedic actress Ellie Kemper to appeal to the same crowd that loved her as the star of NBC’s The Office and the popular Netflix series The Unbreakable Kimmy Schmidt, as well as a vital contributor to the hit comedy film Bridesmaids.
The nationally released “Imagine Yourself” long-form ad was created to resemble a sitcom like those for which Ellie is so well-known, with a unique, engaging plot that challenges perceptions and encourages new exploration of the brand. In the ad, Ellie imagines herself as the new face of Buick and takes a fun-filled journey of discovery through the new Buick lineup. When she is mistaken for a Buick owner, Ellie begins to daydream about a life of luxury—and love—driven by the new Buick.
When released, the ad was featured as AdWeek’s Ad of the Day, and was #1 in Creativity Online’s Top 20 most popular ads for a week straight. The ad also ran in social channels and a range of digital placements, including high-impact placements on AOL properties and the YouTube main page.