American actress Reese Witherspoon is voicing her support for automobile brand Buick by narrating ‘Dream with Us,’ a futuristic vision of life in a hi-tech utopia.
Both parties are building a deep relationship with Buick, partnering with Witherspoon’s media company Hello Sunshine to develop women-first messaging, starting with a sneak peek at the Buick Wildcat EV concept vehicle.
In the piece, Witherspoon narrates the technological marvels available to Buick drivers of the future including autonomous parking, the ability to change vehicle color to match your clothing and the use of augmented reality (AR) windshields.
Molly Peck, vice-president, Buick and GMC marketing, 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 wellbeing.”
The partnership will also see Reese’s Book Club in-vehicle app incorporated within selected Buick models, allowing drivers to choose audiobooks and podcasts curated by the Oscar winner. Hello Sunshine previously partnered with Oui by Yoplait to help embolden women.