Buick has announced that it will extend its 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 tells.
The latest collaborative efforts will launch with the new “Dream with Us” brand campaign. The new campaign, which includes voiceover work performed by Witherspoon, imagines the future of vehicle ownership and features the 2022 Buick Wildcat EV concept.
In the latest 1-and-a-half-minute ad spot, we see the new Buick Wildcat EV concept driving through a futuristic urban setting and showing off a variety of high-tech features. These features include autonomous driving capabilities, such as picking up and dropping off passengers, automatically changing the vehicle’s exterior color to match the driver’s outfit, and using augmented reality to project a peaceful woodland setting onto the windshield, as well as automatically rolling up the windows when rain is detected.
Although Buick indicates that the Dream with Us campaign features concepts and technologies that the automaker has yet to commit to production, the campaign nonetheless is intended to convey Buick’s vision for future vehicle ownership, while also signaling Buick’s new brand identity and incorporating the latest Tri-Shield logo, new music, and new brand voice as Buick moves towards an all-electric future.
“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,” said vice president, Buick and GMC Marketing, Molly Peck.
Reese’s Book Club in-vehicle app
Buick’s expanded collaboration with Hello Sunshine will also include creative work with Witherspoon, brand collaboration opportunities, as well as the continuation of the Reese’s Book Club in-vehicle app, which provides access to audiobooks and podcasts in eligible Buick vehicles.
The new campaign launches today, August 17th.
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Comments
While I appreciate Buick’s collaboration and support of women, they have to have the product ready to go. Supposedly their first Buick EV in the USA is more than a year out. Will it be the same or similar to the Buick Electra X Concept? Will Buick USA get the Envista or is the Envision GX still coming (the latter would have to be freshened to show Buick’s new look)? Lots of questions but no answers yet.
nice .. but quite unreal and again a never will be
It changes colors, to match my shoes?? Seriously? How high does someone need to be to believe this b.s.?? Maybe it mints $100 bills, too??!! A good start would be that it doesn’t burst into flames in my garage. Although, it looks like it just might be able call 9-1-1, all by itself…
bmw shown off color changing panels a few years back. they had issues when the body panels got too hot/cold. But a working proof of concept exists in real life, not cgi. Granted it was only White/Silver/Grey/Black. But thats just about every color available anyways..
With my position at our dealership, part of my job is to go over the new car’s with the customers. But that’s getting harder and harder to do. Thankfully, our fleet department stays busy enough and we now have 3 dedicated (for the entire dealership) product specialists who do most of the “go over” now. Even going back to when I first got into auto sales in 1988, I was always the go-to product person.
So my mind thinks differently when I see something like this. All I can think is how difficult it’s already become to assist customers to learn their new vehicles. I can’t imagine trying to teach someone how to work all the futuristic stuff heading our way! We already have Volvo customers who still can’t figure out how to work stuff a year after getting the new car.
Agree that I could be very confusing. But, take a step back. Do you get detailed instructions on how to use your phone or a specific app on your phone? Maybe the future is showing the customer have to maneuver through menus so they can understand how to operate their car. The challenge might be that some customers refuse to cooperate because they hate technology and end up saying the dealership wasn’t helpful.
There is probably no hope for a huge percent of the population. Just look at all the people you see driving around in new cars with their phone up to their face, even though their car supports Bluetooth.
GMC Fan: You make an excellent point. I would add that maybe there’s a reason why I (and probably so many others) don’t fully know how to use everything we buy. Heck, I maybe use 1/4 of my I-phone’s ability and I use few apps. The ones I do have is really just a guess and I’m sure I only get a portion of the value of them. This is why I am truly loving my Malibu. Advanced enough to get what I want/need and simple enough to make me feel like I didn’t waste money for stuff I can’t or won’t use.
Nate: You nailed it! I can’t begin to tell you how often (here in southern California) I see people in high-end BMW’s, MB, Cadillac’s, Volvo’s and more with the phone up to their ears. I just shake my head and think why.
Do the manufacturers even give the salesman any kind of training or much information on the new models and features of cars these days? When there used to be literature to be had by the customer I always knew more about the vehicle I wanted to purchase and it’s features. Did the same thing two years ago when I bought my Camaro
Todd: The answer is 100% yes. Currently I work in the fleet department at a Volvo and Mazda store. Sales (and even our fleet) must pass online training or the dealerships will lose incentive money. We also have in person training about once every 3 months (just did one last Friday). That’s the same with all brands.
Going back to my original dealer I started with in 1988: Back then it was done via paper tests mailed to the dealership. Each dealer had to have a dedicated training person and I was that person for the Buick, Cadillac and GMC brands. Someone else administered the Honda tests, but I still had to take them. We had to use the product training books and once I collected the tests, I had to mail them in. By the early 90’s, it was VCR tapes that we had to watch along with the product books. Then it went to CD/DVD’s, but I still had to mail the tests in. Eventually it went to online training and in person training was always part of it.
If you want to learn tech ask a ten year old to show you.
I love the style of that car
The Buick Wildcat Concept is beautiful (I especially love it in the video when it changes colors from blue to white to silver). But why, if they wanted to show the future face and styling direction of Buick, didn’t they design it on an SUV and crossover? Since that’s where, as far as we know, it will wind up. Make a beautiful, sexy SUV or crossover, Buick!
Christopher: To me, I totally disagree. Buick already has some very attractive SUV’s and CUV’s if that’s what you want. And I’m sure they will be bringing more out.
So where I disagree is that Buick must show us sedan’s and coupe models that they are wiling to bring out. Give those of us who don’t wish to drive an SUV some hope. I can only pray that GM gives Buick a much lower priced version of the Celestiq with 4 doors and some size to it. Call it the Electra Park Avenue please!!!!
Dan, Thanks you for commenting. I agree that Buick has some nice-looking SUVs and crossovers now, but none have the future design styling to them. So why not design one of them with the future Buick look? Car and Driver has been saying that the Buick Electra (they have it as a single model) will cost $50,000 to $70,000.
I think the EV Buicks will surprise you on what they will offer in product.
Also smart to market to Women as that is about all I see driving Buicks.
that is a beutiful car ! i would for sure buy that car even though it all electric ! nice job finally GM
A nice analysis of the “ad” campaign but ignores some in-depth comment on the actual cars….are the dream cars bieng promoted really heading to production? Is this really what the public wants…give us an opinion? When will GM get rid of the gun-slit styling? Does the GM “branding” have to be so obvious in evrything they do? Really, I think most of us are quite tired of the excessive sizzle and so little steak.
Wheels tooooo big!!!!!!!!!!!!!!!!
Looks like what they should have done with Camaro. Sorry ladies..