General Motors (GM) has partnered up with Netflix to give electric vehicles (EVs) the stage they deserve with a brand-new launch spot in an attempt to increase the presence of EVs in Netflix-produced shows and films.
Titled “EVs On Screen”, fans will see GM's EVs in select Netflix shows and films, including Love is Blind, Queer Eye and Unstable, which will feature the Chevrolet Bolt EUV, GMC HUMMER EV Pickup and Cadillac LYRIQ respectively. Celebrities such as Will Ferrell will also enter the worlds of some of the biggest Netflix shows and films including Army of the Dead, Squid Game and more in this collaboration.
“Entertainment has a huge impact on culture. We want to make EVs famous on streaming, small and silver screens to build an EV culture through storytelling that incorporates the experiences of driving and owning an EV,” said GM's global chief marketing officer Deborah Wahl. “Netflix is a great partner because of the company’s compelling storytelling, commitment to sustainability and track record of sparking conversations that shape cultural trends. We are united in creating a better, more sustainable future for our world as we bring everybody in on EVs.”
The partnership is part of Netflix joining GM's "Everybody In" campaign, that launched in 2021. The campaign aims to demonstrate the company’s intent to lead an all-electric future and through it, invited others to join the movement.
Considering that GM is a leader in engineering EVs with purpose-built, ground-up design, this partnership is tactical and well-timed.
“At Netflix, we create shows and films that can influence culture and spark meaningful conversations," said Netflix's chief marketing officer Marian Lee. "From the TikTok dance trends inspired by Wednesday to thoughtful discussions about climate change with Don’t Look Up, we know that entertainment can drive fandom and inspire connections. GM is a cultural leader in the auto industry and we are proud to partner with them in their efforts by amplifying the presence of electric vehicles in our shows and films."
To support the campaign, Netflix will also be providing support and educating creators to help them better understand how EVs can complement and enhance their stories.
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In addition to Netflix’s commitment to increase the presence of EVs on screen, the company is also taking action to become more sustainable behind the camera by optimising energy use, then electrifying it and decarbonising the rest.
GM has also partnered with McCann Shanghai to unveil two sci-fi themed campaigns featuring Ultium, a game-changing electric vehicle platform that runs the company’s EVs. The Ultium Platform is the heart of an EV. It is designed to be flexible and modular, and the engineering has the ability to make just about any vehicle GM produces today an electric model, powering the vehicle’s performance, safety and driving experience, according to the release.
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