The Buick brand of Detroit’s General Motors Co. today announced an expanded collaboration with Hello Sunshine, a media company founded by Oscar-winning actress and producer Reese Witherspoon with the mission of putting women at the center of every story it creates, celebrates, and discovers.
To kick off the collaboration, Buick debuted its new “Dream with Us” brand campaign, which 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.
As Witherspoon narrates the day of a future Buick driver, the driver of a conceptual Wildcat EV experiences her vehicle autonomously picks her up and change its exterior color 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. The Wildcat EV even automatically rolls up the windows when the parked vehicle detects inclement weather.
“We are very excited to continue our work with Hello Sunshine, a company that shares our vision of empowering and celebrating women,” says Molly Peck, vice president, Buick and GMC Marketing. “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.
“We’re so thrilled to continue our relationship with Buick in this next iteration of our partnership,” says Zoe Fairbourn, head of brand partnerships at Hello Sunshine. “We’ve worked closely over the past year on exciting new collaborations, including 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 TV and online on Aug.17. Click here to view the video.