A new Buick ad with Ellie Kemper, who plays the title character on the breakout Netflix hit Unbreakable Kimmy Schmidt, sets out to show the more imaginative, quirky side of Buick, a brand which has always been known for its reliability and sturdiness.
Kemper spends the segment awkwardly flirting with a guy and imagining becoming the spokesperson of Buick. It’s a lighthearted and youthful ad, and millennials, the clear target of the campaign, can see the stylishness of the Buick Cascada, the cool features like 4G LTE Wi-Fi in the Enclave, and comfort of the Encore.
The ads continue in a series of humorous vignettes that highlight different features of Buick vehicles, like the moonroof of the new Cascada. The modern, athletic Cascada is a big part of Buick’s wish to rebrand itself and reach out to younger generations, and using Kemper, a fun and familiar face to the Netflix generation, is a smart way to do it.
The first ad of the campaign aired during the big game on Sunday, making it the first time Buick has ever aired a commercial during this event.