Ellie Kemper Brings Her Charming Dorkiness to Buick

"Unbreakable Kimmy Schmidt" Stars In Digital Video Campaign For Luxury Auto Brand

Published On
Jan 25, 2016

Editor's Pick

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.".

Credits

Date
Jan 25, 2016
Brand:
Buick
Client:
Buick
Agency:
DigitasLBi
Chief Creative Officer:
Ronald Ng
Executive Vice President, Managing Director:
Robert Guay
Executive Vice President, Executive Creative Director:
Rob Rizzo
Senior Vice President/Group Creative Director:
Patrick McHugh
Vice President, Group Creative Director:
Mark Chamberlain
Associate Creative Director:
Steve Baker
Senior Copywriter:
Graham Shepherd
Vice President, Executive Producer:
Ben Raynes
Senior Vice President, Group Account Director:
Brian McCallum
Vice President, Group Account Director:
Yanlin Sun
Production Company:
Community Films
Director:
Seth Gordon
Editor:
Grant Gustafson
Editorial Company:
Cutters Studios
Mix:
Heard City
Director, Photography:
Jim Frohna
Executive Producer:
Lizzie Schwartz
Executive Producer:
Carl Swan
Producer:
Julie Ahlberg

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Project Type