Buick taps Reese Witherspoon to narrate its vision of an electric future
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.
Reese Witherspoon and Buick team up to tap more female buyers in new EV ad
A car that can change its color to match your outfit?
Yep. That’s what Oscar-winning actress Reese Witherspoon suggests in a new ad campaign General Motors launched Wednesday (17th August) — online and on TV — that targets female car buyers while promoting the futuristic Buick Wildcat concept electric vehicle.
The 90-second spot is unapologetically directed to women.
The spot shows the Wildcat in a variety of scenarios, always with a woman in the driver’s seat, doing futuristic acts such as valet parking itself, self-driving to work in “zen mode,” which puts a peaceful, woodland setting on the windshield to promote relaxation. And, of course for the women wearing a white work suit, the blue car will change its exterior to white — almost like a mood ring on wheels.
“At Buick we see a future that’s even better because it’s built around you,” Witherspoon says in the spot. “Come dream with us.”
It makes sense that GM’s smallest brand would target its mid-luxury models to women. The brand dominates all other brands industry-wide in terms of percentage of buyers being female. Plus, Buick has been collaborating with Hello Sunshine, the media company Witherspoon founded with the mission of putting women at the center of every story it creates, since October 2020. Buick offers an in-vehicle app to Reese’s Book Club in certain models.
“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,” Molly Peck, Buick GMC vice president of marketing, said in a statement.
Last year, 56% of Buick’s sales were made to women; no other brand comes close, Marc Bland, chief diversity officer for IHS Markit, now S&P Global, said in a 2021 Free Press article.
Given that women make or influence 85% of all new vehicle purchases, that gives Buick an edge, Bland said, adding that, “Buick is the best mark for GM on how to get it right for women.”
Bland said this year, it still holds true Buick leads in sales to women. Through June, 55.1% of Buick’s sales were to women. Second is Mitsubishi at 51.8% of its sales going to women. Mini came in third at 51.4% and Toyota’s luxury brand Lexus is fourth at 50.2%.
“Those are the automakers where women contribute to the majority of their known-gender sales,” Bland told the Free Press. “They have a product that appeals to women and they market directly to all women.”
Through June, Buick has sold 48,075 vehicles, down 57% from 111,711 sold in the year-ago period. GM, like all automakers, has struggled with new-car inventory amid various parts shortages and production disruptions since early last year.
But Buick is on the road to zero emissions and self-driving technology like GM’s other brands.
The new “Dream with Us” brand campaign envisions what life could look like for future Buick owners as Witherspoon narrates a scenario that starts off with the features on today’s gasoline-powered Buicks, such as self-parking, and segues to how Buick is dreaming of ways it can get better in the future.
” ‘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,” Peck said.
The campaign shows Buick’s brand transformation by flashing the new logo, using new music and, of course, a new brand voice in Witherspoon.
But Buick has worked with Witherspoon for years. This expanded collaboration with Hello Sunshine will also include creative work with her and more brand collaboration, Buick said, without providing specifics.
The Reese’s Book Club in-vehicle app will continue in eligible Buick vehicles. The audio-based app gives Buick drivers access to a selection of audiobooks and podcasts chosen for Reese’s Book Club.
“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,” said Zoe Fairbourn, Hello Sunshine’s head of brand partnerships. “We can’t wait to create more moments that empower and celebrate women together through our work.”
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