Native Detroiter Keegan-Michael Key Becomes the Brand Ambassador for New United Way Advertising Campaign
The goal is to raise awareness of local nonprofit's community impact
DETROIT, June 17, 2015 /PRNewswire-USNewswire/ -- United Way for Southeastern Michigan today announced that Detroit-raised actor, writer and comedian Keegan-Michael Key is volunteering his time as brand ambassador and celebrity spokesperson for a new advertising campaign launching this week.
Key, who will be featured in a series of social media videos around Greater Detroit, takes a lighthearted, tongue-in-check approach to elevating United Way's work in the community. The theme of the campaign, created by Leo Burnett Detroit, centers on an inept volunteer (played by Key) who is attempting to educate viewers about various aspects of United Way's community impact work, but continually flubs. The ads focus on four areas of United Way's work: Basic Needs (food), the 2-1-1 Call Center (which provides a comprehensive network of resources for assistance), Financial Stability and Education.
"I'm impressed with the work United Way is doing and, as a native Detroiter, I want to support efforts that are making a positive difference in my hometown," said Key.
"When we were presented with the opportunity to work with Keegan-Michael Key, a comedian who is not only incredibly talented but is also rooted in Detroit, we knew this was a once-in-a-lifetime opportunity to share our work with a new audience," said Michael J. Brennan, President & CEO, United Way for Southeastern Michigan.
"We knew we had to break through in a memorable, irreverent way," said Leo Burnett Detroit Chief Creative Officer Steve Chavez. "The unorthodox ads leverage a unique brand of humor that aims to grab your attention and raise awareness of United Way's services."
Keegan-Michael Key, Leo Burnett Detroit, Beast and RingSide Creative all donated their time in the development of this campaign. United Way also thanks its partners, the Eastern Market Corporation and Southwest Solutions.
About United Way for Southeastern Michigan
United Way for Southeastern Michigan mobilizes the caring power of Wayne, Oakland and Macomb counties to improve lives in measurable and lasting ways throughout the region. The organization is led by a diverse group of volunteers from business, labor, government, human services, education and the community. United Way provides opportunities to invest in the metropolitan Detroit community through its annual Campaign and is a leader in convening partners to impact local residents each year by increasing economic self-sufficiency, protecting children and youth at risk, strengthening families, empowering neighborhoods and communities, and promoting health and wellness. Additional information is available at www.liveunitedsem.org.
About Leo Burnett Worldwide
Leo Burnett Worldwide believes in using creativity to drive dynamic business change for its clients. Through a HumanKind approach to marketing, the agency puts a brand's purpose at the center of communications to transform human behavior. Part of the Publicis Groupe, Leo Burnett Worldwide is one of the world's largest agency networks with 85 offices and more than 8,000 employees. The global agency works with some of the world's most valued brands including Coca-Cola, Fiat, Kellogg's, Kraft, McDonald's, Nintendo, P&G, Samsung and Tata among others. For the past six years, Leo Burnett has been ranked #1 in "New World Thinking" by The Gunn Report and was named an Agency to Watch on Advertising Age's 2015 A-List. In 2014, Leo Burnett was named "Network of the Year" at the International ANDY Awards, ADC Awards, MENA Cristal Festival and at the inaugural Cannes Health Lions. To learn more about Leo Burnett Worldwide and its rich, 80-year history of creating iconic brands, visit our site, Facebook page and follow us via @leoburnett.
SOURCE United Way for Southeastern Michigan
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