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EVs on Screen
Agency the community / New York + General Motors / New York & Detroit + Netflix Marketing Partnerships / Los Angeles
Category
Television & VOD / 30 Seconds and Under - Single
Annual ID
OS23_FI044M
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 Cars.com, with overall EV page views on Cars.com up 21%. Ultimately the campaign was named Forbes Most Effective Ad and firmly invited Everybody In.
2023 Awards
Total Points: 3
Merit
Credits
Agency
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
duotone
Creative Director
Federico Diaz
Gabriel Gama
Guilherme Grossi
Director
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
VFX
Framestore / New York
Virtual Production & VFX
Eyeline Studios / New York
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