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.
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.