Comedian Ellie Kemper (of Netflix's "Unbreakable Kimmy Schmidt" and "The Office") brings her lovable, dorky brand humor to Buick, in a campaign promoting the auto brand and its newest model, the convertible Cascada.
The main piece is a three-minute Youtube movie, which shows Ms. Kemper daydreaming about being a spokesperson for Buick, while she flirts with a handsome man who thinks she owns a Cascada. The spot features other Buick models, such as the Encore, Enclave and Regal.
The other spots are 30-second vignettes where she interacts with the Cascada, either showing some of the model's features, like heated steering wheels, the convertible roof, or Mr. Kemper fan-girling around the car as if it were a movie star she was working with. A behind-the-scenes video rounds off the campaign, where Ms. Kemper goes to a yoga class and chats away with Youtuber Evelina Barry, much to the chagrin of their instructor, and ends with a series of outtakes.
The campaign, created by DigitasLBI, aims to make the brand more approachable. "Our challenge was to invite new people to check out the Buick brand, which is luxurious, but still approachable," said Steve Baker, DigitasLBI's associate creative director. "So we searched for the most sophisticated, down-to-earth face on the planet. To us, that face is Ellie Kemper. Turns out she is also very funny. We felt that this story provided a natural way to show off Buick's exciting lineup while entertaining people at the same time.".