Netflix Partnering With GM for Super Bowl LVII Commercial Touting Electric Vehicles

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. 

WarnerMedia, HBO Max Taking a Road Trip

AT&T, WarnerMedia and General Motors have partnered to offer drivers of select Chevrolet, Buick, GMC and Cadillac vehicles access to high-speed Internet and video entertainment while on the go.

Dubbed “WarnerMedia Ride,” the platform offers video content on personal smartphones or tablets connected to in-car Wi-Fi hotspots. That includes news and sports programming and content from brands including Bleacher Report, Boomerang, Cartoon Network, CNN, TBS, TNT and more. AT&T plans to offer HBO Max on qualifying data plans next year.

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“The addition of WarnerMedia’s library of podcasts, movies and television programming — combined with AT&T’s wireless connectivity — is just another way we’re enhancing the ownership experience for our customers, whether that’s a family looking to entertain kids or a commuter enjoying a favorite podcast,” Santiago Chamorro, VP and GM of global connected services, said in a statement.

GM customers already have access to WarnerMedia Audio, including more than 70 podcasts and hundreds of hours of audio content from WarnerMedia’s vast podcast library and live audio simulcasts from the WarnerMedia news networks.

“WarnerMedia Ride” will be available with AT&T unlimited data plans in connected cars at no additional cost across U.S domestic car brands. Passengers can download the “WarnerMedia Ride” app on the App Store or Google Play.  A user-friendly interface with a new authentication feature lets users access content once the app senses the vehicle’s Wi-Fi hotspot.

“This relationship with GM means we can fully connect car owners with new immersive experiences and exclusive content to create meaningful connections for the whole family,” said Barry Loudis, VP of WarnerMedia content experiences.

AT&T plans to offer HBO Max as a unique premium bundle of connectivity and content for AT&T connected car data plan subscribers next year. This would mean 10,000 hours of curated premium content from iconic brands such as HBO Max, Warner Bros., Cartoon Network, Looney Tunes and more through in-vehicle Wi-Fi.

Owners of Chevrolet, Buick, GMC or Cadillac vehicles can go to my.gm.com to get more information and find out if their vehicle is eligible for WarnerMedia content.