General Motors and Netflix have partnered for a Super Bowl LVII commercial (“EVs on Screen”) touting electric vehicles in Netflix programming.
In the 60-second and 30-second spots, viewers will see Will Ferrell enter the world of some of the biggest Netflix shows and movies, including Army of the Dead and “Squid Game,” among others. The ad, which begins airing this week and on Super Bowl Sunday (Feb. 12) on Fox showcases how EVs will show up on screen while highlighting the wide range of EVs GM plans to offer.
In 2021, GM began manufacturing electric vehicles as part of a campaign to lead an all-electric car future. Netflix will increase the presence of GM-branded EVs in Netflix-produced shows and films, where relevant, while also taking steps to enable more sustainable productions.
“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,” Deborah Wahl, GM global chief marketing officer, said in a statement.
Wahl said Netflix’s compelling storytelling, commitment to sustainability and track record of sparking conversations that shape cultural trends makes for a good marketing partner.
“We are united in creating a better, more sustainable future for our world as we bring everybody in on EVs,” she said.
Netflix said it would content creators better understand how EVs can complement and enhance their stories. Over the course of the next year, 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.
“From the TikTok dance trends inspired by ‘Wednesday,’ to discussions about climate change with Don’t Look Up, we know that entertainment can drive fandom and inspire connections,” said Netflix Chief Marketing Officer Marian Lee.
In addition to an increased the presence of GM EVs in programming, Netflix said it would take action to become more sustainable behind the camera within its productions by optimizing energy use, then electrifying it, and decarbonizing the rest.