General Motors' Buick brand is launching a series of digital ads featuring actor/director Max Greenfield.
The ads aim to continue the momentum of the ads featuring actress/comedian Ellie Kemper, which debuted earlier this year, says Molly Peck, Buick’s marketing director.
Both partnerships are meant to help Buick define itself through approachable creative by using relatable people with personalities that work with the brand and bring out the vehicle features in an organic way, Peck says.
“In an effort for Buick to reach new audiences within the digital environment in novel and interesting ways, we have partnered with personalities that are a good fit for the brand and bring the vehicle content forward in humorous ways,” Peck tells Marketing Daily.
In the digital space, marketing continues to follow Buick brand communication equities such as upscale but approachable settings, and humorous stories that are well told, she says.
“We saw the success of this format with our digital content featuring Ellie Kemper earlier this year,” Peck says. “Now, we are excited to share our new Envision and LaCrosse content, with the extremely funny Max Greenfield, that begins to launch this week.”
The ads will be placed in relevant environments in the paid digital video and social spaces where younger buyers are spending an increasing amount of time.
The digital videos will be distributed through video distribution networks and paid social media with Facebook. In addition to online video, the videos will also have organic social and CRM extensions.
While these three ads focus on the 2017 Buick Envision, Buick will also launch new 2017 LaCrosse ads in the early fall time frame, also featuring Greenfield.