The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2023 One Show - Film & Video

EVs on Screen

Agency the community / New York + General Motors / New York & Detroit + Netflix Marketing Partnerships / Los Angeles

Client Netflix and General Motors


Television & VOD / 30 Seconds and Under - Single

Annual ID


About the Work

In 2021, General Motors introduced the “Everybody in'' campaign, inviting brands and companies to start transitioning into an electric future. Since then, EV adoption has increased, but according to Reuters, less than 1% of cars in circulation in 2022 were electric. We needed to normalize EVs. And what better way to do so than bringing GM and Netflix together, using entertainment to change culture and minds. Time and time again, thanks to their shows, Netflix has been able to catapult songs back to the top of the charts, or make games, like chess, popular again. It’s the Netflix effect. So, together, Netflix and GM teamed up to give more screen time to EVs by adding them to every show produced by Netflix (where it makes sense). This isn't a product placement, but a first-of-its kind partnership to accelerate EV adoption. Tied to the initial joint announcement, GM stock went up 6% in one day. Then came the campaign, where we showcased just how this was going to work. Enter Will Ferrell, who seamlessly, and maybe not so seamlessly, entered various Netflix titles, from Army of the Dead to Bridgerton, Squid Game, Love is Blind, Queer Eye, and Stranger Things, to show where EVs will start showing up, and where they won’t. And we brought it all to one of the biggest cultural stages, the Super Bowl. Social began as soon as the first teaser launched and continued throughout the campaign across not only Netflix and General Motors channels, but across the brands as well, from Chevy and Cadillac to Netflix is a Joke, Netflix Geeked, and more. From a PR perspective, PR kicked off with The Today Show and ET, followed by interviews and coverage across Esquire, Brides Magazine, Fast Company, AV club, and many more. After the big game, GM vehicles saw a 50% increase in searches on, with overall EV page views on up 21%. Ultimately the campaign was named Forbes Most Effective Ad and firmly invited Everybody In.

2023 Awards

Total Points: 3




The Community / New York

PR / Marketing Agency

FleishmanHillard / New York

Client / Brand

General Motors / New York & Detroit
Netflix Marketing Partnerships / Los Angeles

Production Company

O Positive / New York

Music / Sound Production Company



David Shane

Executive Creative Director

Lucas Bongioanni

Executive Producer

Chris Parke

Assistant Marketing Manager, GM Brand

Amanda Reuss

Brand Associate

Isabelle Feanny

Brand Supervisor

Jesse Cirillo

Chief Creative Officer, NY

Frank Cartagena

Color Company

Company 3 / New York

Director, Global Media & Marketing

Heather Stewart

Editorial Agency

Mackcut / New York

Entertainment & Influencer Marketing Manager, GM

Michael Patrick

EVP, Head of Integrated Production

Laurie Malaga

Executive Director, GM Communications

Anne Roberts

Global Brand Marketing - General Motors

Megan Stooke

Global CCO, Founder

Joaquin Molla

Global CMO - General Motors

Deborah Wahl

Global Marketing Manager, GM Brand

Suzanne Hinz

Group Brand Lead

Jessica Patino

Head of Entertainment & Influencer Marketing - GM

Sarah Schrode

Management supervisor

Veronica Salgueiro

Media agency

Carat / New York

Partner Agency

McCann / Detroit

Partnership & Talent Agency

UTA Marketing

Senior Marketing Manager- GM

Jennifer Hoffman

Sound Design & Mix

Sonic Union


Framestore / New York

Virtual Production & VFX

Eyeline Studios / New York

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