Starting last year, the streaming service committed to including at least one EV in every film or series it produces, Lee said. That is part of a wider effort to have directors and producers find natural ways to incorporate EVs into their storylines — Netflix does not dictate specific storylines, she said — and help source vehicles for production.
Lee said the EVs shown in Netflix content will come from multiple brands but that GM’s vehicles will appear prominently on screen as part of the collaboration, including in productions beyond the Super Bowl.
“We want to give electric vehicles the stage they deserve. And really, with this partnership and our ‘EVs on Screen’ campaign, we’re showcasing how through entertainment we can actually reflect the change that we see happening in culture,” she said. “GM was bold enough to invite us to collaborate on something bigger. They had us asking ourselves, why not more EVs in the stories we tell?”
The automaker will continue to develop vehicle-specific marketing campaigns around new launches, but it will be in combination with its broader approach with Netflix, Wahl said.
“It’s the way that, for us, we’re looking at doing our marketing moving forward,” she said. “It makes sense in how we go about that. And I think you’ll see for all of us, the more that we see EVs show up in this type of binge-worthy content, the faster everyone gets used to the change. The more you see charging incorporated into things, I think it really helps people see that and change more quickly.”
GM and Netflix worked with ad agencies The Community and McCann on the spot.
