Reese Witherspoon, 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 — 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 at 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.

Front three-quarter view of the Buick Wildcat EV concept vehicle in a futuristic city as shown in the brand's “Dream with Us” campaign that it launched Aug. 17, 2022. Actress Reese Witherspoon voices the spot in an ongoing partnership with Buick.

“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.

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