General Motors Co. in Detroit and Netflix are joining forces to give electric vehicles (EVs) a stage, reflecting society’s increasing excitement about an all-electric future, starting with a launch spot, “EVs On Screen.”
As part of the rollout for this strategic alliance, a commercial that presents both companies’ commitment to a more sustainable future will air during the Super Bowl on Sunday, Feb. 12. Fans will see Will Ferrell enter the world of some of the biggest Netflix shows and films including “Army of the Dead,” “Squid Game,” and more.
In 2021, GM launched the “Everybody In” campaign, demonstrating the company’s intent to lead an all-electric future, and invited others to join the movement. GM is electrifying the automotive industry, engineering EVs with purpose-built, ground-up design, powered by the Ultium Platform, enabling EVs for everyone.
Still, EVs have been slow to catch on after years of subsidies. In turn, current and potential customers are facing range anxiety, high costs, the need to replace battery packs every five or six years, and concern over child labor used to extract battery minerals in Africa, among other challenges.
Netflix is joining the movement and will increase the presence of EVs in Netflix-produced shows and films, where relevant, while also taking steps to enable more sustainable productions.
“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,” says Deborah Wahl, global chief marketing officer (CMO) at GM.
“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.”
As a result of the partnership, Netflix is supporting and educating creators, helping them to better understand how EVs can complement and enhance their stories. Over the course of the next year, inspired by this partnership, GM EVs will be seen 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.
“At Netflix, we create shows and films that can influence culture and spark meaningful conversations,” says Marian Lee, CMO of Netflix. “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.”
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 within its productions by optimizing energy use, then electrifying it, and decarbonizing the rest. To learn more visit: Sustainability.Netflix.com.
More information about Netflix and GM’s joint efforts is available at gm.com/netflix.