GM, Net ix join forces with Super Bowl advertising in deal

EVs also to be included in some programming

E.J. SCHULTZ | AD AGE

General Motors has found a new way to plug its electric vehicles — and it involves “Squid Game,” “Bridgerton,” “Stranger ings” and other Net ix hits. e automaker has struck a deal with the streaming giant to put its EVs in Net ix programming as part of an agreement that includes a 60-second Super Bowl ad starring Will Ferrell. Neither company released nancial details on the arrangement, but the pact amounts to a major investment by GM to get its EVs into pop culture.

e e ort continues a marketing strategy by GM to portray itself as a maker of EVs for everyone, no matter the income level or lifestyle. e strategy — under the umbrella of a corporate ad campaign called “Everybody In” — included Super Bowl ads in 2021 and 2002. Ferrell rst appeared in the 2021 ad that saw him use Norway (where EVs are plentiful) as a foil to motivate Americans to buy more EVs.

In this year’s ad, called “EVs On Screen,” Ferrell will be shown alongside Net ix show characters. He’ll drive a GMC Sierra Denali EV while being attacked by zombies from

“Army of the Dead” and be kidnapped in a Chevy Blazer EV by a “Squid Game” cast member, for instance. Other shows referenced in the ad are “Bridgerton,” “Stranger ings,” “Queer Eye” and “Love is Blind.”

Logs for both Net ix and GM will appear at the end of the ad with the message, “Let’s give EVs the stage they deserve.”

GM last week released two teasers previewing the spot. e Community is the lead agency with support from McCann Detroit. (McCann is part of GM’s roster of agencies, while e Community has previously worked with Net ix, including with a campaign that plugged Tanqueray gin and “Bridgerton.”) United Talent Agency brokered the deal between Net ix and GM.

Long-term partnership

Net ix beginning last year committed to including at least one EV in every Net ix-managed production, lm or series, Net ix Chief Marketing O cer Marian Lee said Wednesday during a media brie ng in which she appeared alongside