Ellie Kemper Brings Her Charming Dorkiness to Buick

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

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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.".

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About

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