Our strategy for CarMax was to leverage their unique position as a partner of both the NBA and WNBA by highlighting and challenging the persistent gender disparities in sports. Recognizing the significant gap in recognition, sponsorships, and facilities provided to female athletes compared to their male counterparts, we aimed to create a campaign that not only celebrated the achievements of female athletes but also sparked a broader conversation about gender equality in sports.
By showcasing the unparalleled accomplishments of four-time champion Sue Bird, we positioned CarMax as a brand committed to promoting equity and inspiring change. This approach not only aligned with CarMax's values but also resonated deeply with audiences, reinforcing the brand's commitment to supporting and elevating female athletes.
Agency: The Martin Agency
Unfortunately, this video has been taken down on YouTube, but thanks to @thejslate you can see the spot here.