TMCnet News
Native Detroiter Keegan-Michael Key Becomes the Brand Ambassador for New United Way Advertising CampaignDETROIT, 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 huor 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 About Leo Burnett Worldwide
To view the original version on PR Newswire, visit:http://www.prnewswire.com/news-releases/native-detroiter-keegan-michael-key-becomes-the-brand-ambassador-for-new-united-way-advertising-campaign-300099511.html SOURCE United Way for Southeastern Michigan |