The Buick brand of General Motors Co. of Detroit today announced an expanded collaboration with Hello Sunshine, a media company founded by Oscar-winning actress and producer Reese Witherspoon with a mission to put women at the center of every story it creates, celebrates and discovers. .
To kick off the collaboration, Buick launched its new “Dream with Us” brand campaign, which envisions what life might be like for future vehicle owners. Voiced by Witherspoon, the campaign features the Buick Wildcat EV concept to illustrate the potential vehicle experience of tomorrow.
As Witherspoon recounts the day of a future Buick driver, the driver of a concept Wildcat EV experiences his vehicle autonomously picking up and changing its exterior color to match his outfit. Once inside, the vehicle uses augmented reality to project a peaceful, wooded setting onto the windshield as the vehicle drives. The Wildcat EV even automatically rolls up the windows when the parked vehicle detects adverse weather conditions.
“We are thrilled to continue our work with Hello Sunshine, a company that shares our vision of empowering and celebrating women,” said Molly Peck, vice president, Buick and GMC Marketing. “With the highest percentage of female buyers in the automotive industry, we know that more and more women are making vehicle buying decisions and we are thinking creatively about how to deliver experiences tailored to them. .
“Dream with Us” demonstrates a number of design features and technologies that we did not commit to in production, but which help convey our vision for the future of Buick ownership. This campaign signals the transformation of the Buick brand, incorporating our new logo, new music and new brand voice. It all speaks to Buick’s commitment to an all-electric future, using intuitive technologies to create a heightened sense of well-being.
Buick’s expanded collaboration with Hello Sunshine will also include creative work with Witherspoon, brand collaboration opportunities and the continuation of the Reese’s Book Club in-vehicle app in eligible Buick vehicles. The audio app gives Buick drivers seamless access to a selection of audiobooks and podcasts curated for Reese’s Book Club.
“We are excited to continue our relationship with Buick in this next iteration of our partnership,” said Zoe Fairbourn, Brand Partnerships Manager at Hello Sunshine. “We have worked closely over the past year on exciting new collaborations, including the launch of the RBC app in Buick vehicles, which has been a huge success. We look forward to creating more moments that empower and celebrate women together through our work. »
The campaign debuts on TV and online on August 17. Click here to see the video.
