DETROIT — Basic Motors and Netflix have created a co-branded Tremendous Bowl advert selling the businesses’ collaboration to characteristic extra electrical autos on display.
The automaker mentioned a 60-second spot known as “EVs on Display screen” will air within the second quarter of the Feb. 12 sport. It stars actor and comic Will Ferrell, who might be depicted in a number of Netflix sequence and movies as he rides in a few of GM’s EVs.
Within the advert, the GMC Hummer EV pickup and Sierra Denali EV, Chevrolet Blazer and Silverado EVs, and Cadillac Lyriq might be featured within the movie Military of the Lifeless and the sequence “Bridgerton,” “Squid Recreation” and “Stranger Issues.”
Two 15-second teaser spots might be launched this week, to be adopted by longer 30- and 60-second clips.
“It is actually nice to have Will Ferrell again within the sport,” Deborah Wahl, GM’s international chief advertising and marketing officer, advised reporters this week. “We launched with him two years in the past when he issued a full problem to America to beat Norway by way of EV penetration. We’re properly on the best way to that. And so he was the right individual to actually showcase this subsequent transfer that we’re all making.”
Wahl and Netflix CMO Marian Lee mentioned talks in regards to the joint marketing campaign started a few 12 months in the past. Each corporations known as it a long-term partnership with out an finish date. GM shouldn’t be paying to place its autos in Netflix content material, Lee mentioned. Each corporations known as it a strategic alliance, not a product placement deal.
The businesses declined to share the quantity of their Tremendous Bowl advert purchase or monetary particulars of their partnership. Fox is reportedly charging as much as $7 million for 30 seconds of advert time in Tremendous Bowl LVII, in keeping with Advert Age, an affiliate of Automotive Information.
GM says the Netflix collaboration builds on its 2021 “All people In” marketing campaign that aimed to advertise EV adoption and inclusivity round GM’s electrification technique. Netflix is becoming a member of the “All people In” marketing campaign, Lee mentioned.
Beginning final 12 months, the streaming service dedicated to together with no less than one EV in each movie or sequence it produces, Lee mentioned. That’s a part of a wider effort to have administrators and producers discover pure methods to include EVs into their storylines — Netflix doesn’t dictate particular storylines, she mentioned — and assist supply autos for manufacturing.
Lee mentioned the EVs proven in Netflix content material will come from a number of manufacturers however that GM’s autos will seem prominently on display as a part of the collaboration, together with in productions past the Tremendous Bowl.
“We need to give electrical autos the stage they deserve. And actually, with this partnership and our ‘EVs on Display screen’ marketing campaign, we’re showcasing how by means of leisure we are able to really mirror the change that we see taking place in tradition,” she mentioned. “GM was daring sufficient to ask us to collaborate on one thing greater. That they had us asking ourselves, why no more EVs within the tales we inform?”
The automaker will proceed to develop vehicle-specific advertising and marketing campaigns round new launches, however will probably be together with its broader method with Netflix, Wahl mentioned.
“It is the best way that, for us, we’re taking a look at doing our advertising and marketing shifting ahead,” she mentioned. “It is smart in how we go about that. And I feel you may see for all of us, the extra that we see EVs present up in one of these binge-worthy content material, the sooner everybody will get used to the change. The extra you see charging integrated into issues, I feel it actually helps individuals see that and alter extra shortly.”
GM and Netflix labored with advert businesses The Neighborhood and McCann on the spot.