Buick, which is part of the General Motors family, has announced an expanded collaboration with Hello Sunshine, the media company created by Oscar-winning actress and producer Reese Witherspoon. It was founded with the mission of putting women at the centre of every story it creates, celebrates and discovers.
To kick off the collaboration, Buick debuted its new ‘Dream with Us’ brand campaign. This envisions what life could look like for future vehicle owners. Voiced by Witherspoon, the campaign features the Buick Wildcat EV concept to illustrate the potential vehicle experience of tomorrow.
Back in June, we brought you the news that Buick had committed to an all electric future by 2030. Later in the month the US automaker also unveiled the Wildcat EV concept electric vehiclefor the first time.
The Wildcat EV concept introduces a new, expressive face for Buick. It has a distinguished bold, forward-leaning front-end appearance that features a low-mounted, trapezoidal grille. It combines retro classic curves with sharper contemporary lines bringing a truly modern shape that we love.
This new advert builds upon this as Witherspoon narrates the day of a future Buick driver, the driver of a conceptual Wildcat EVexperiences her vehicle autonomously pick her up and change its exterior colour based on her outfit.
Once inside, the vehicle uses augmented reality to project a peaceful, woodland setting on the windshield as the vehicle drives itself. This futuristic-looking Wildcat EV even automatically rolls up the windows when the parked electric car detects inclement weather.
Molly Peck, Buick and GMC Marketing vice president, said: “We are very excited to continue our work with Hello Sunshine, a company that shares our vision of empowering and celebrating women.
“With the largest percentage share of female buyers in the auto industry, we know that more and more women are making vehicle-buying decisions and we’re thinking creatively about how to offer experiences tailored to them.”
“’Dream with Us’ shows a number of conceptual features and technologies that we have not committed to for production but help convey our vision for the future of Buick ownership.
“This campaign signals Buick’s brand transformation, incorporating our new logo, new music and a new brand voice. This all points back to Buick’s commitment to an all-electric future, using intuitive technologies to create an enhanced sense of well-being.”
Buick’s expanded collaboration with Hello Sunshine will also include creative work with Witherspoon, brand collaboration opportunities and continuation of the Reese’s Book Club in-vehicle app in eligible Buick vehicles. The audio-based app seamlessly provides Buick drivers with access to a selection of audiobooks and podcasts chosen for Reese’s Book Club.
Zoe Fairbourn, Hello Sunshine head of brand partnerships, said: “We’re so thrilled to continue our relationship with Buick in this next iteration of our partnership. We’ve worked closely over the past year on exciting new collaborations.
“This includes the launch of the RBC app in Buick vehicles, which was a huge success. We can’t wait to create more moments that empower and celebrate women together through our work.”
The campaign debuts on US TV and online on August 17.