The collaboration of GM and Netflix (manufacturer)
General Motors is looking for its next clientele for the electric cars it will introduce in the coming years not in showrooms and billboards, but in a place where you least expect to find them - in the original programs produced by the streaming company Netflix.
The two companies will cooperate in order to "give electric vehicles the stage they deserve", according to the announcement they published.
As far as General Motors is concerned, this is a continuation of the campaign that started back in 2021 and outlines its transition to full electrification from 2035, when already in 2025 it expects to start making money from the sale of electric vehicles, after huge investments in development, production lines and battery factories.
As far as Netflix is concerned, the intention is to integrate electric vehicles into Netflix original productions, movies and series where possible and relevant.
No amounts were mentioned in the joint announcement, but quite a bit of money will change hands during this joint venture.
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Will Farrell in the Bridgerton parody commercial (photo: manufacturer's website)
"The entertainment industry has a tremendous impact on culture," wrote GM in its announcement, "we want to make electric vehicles sellable on streaming services, on the small and big screen and build a culture around electric vehicles through stories that show the experience of owning and driving electric cars."
At the same time, Netflix announced its intention to make its productions sustainable and reduce its carbon footprint.
The content in which the GM vehicles will appear will be "Love is Blind", Queer Eye, Unstable and others.
Among the vehicles that will star in the programs are the Chevy Bolt EUV, the electric Hummer and the Cadillac Lyric, among others.
The launch of the new strategy will be accompanied by a series of videos starring the actor Will Ferrell, which will be shown, among other things, in the prestigious slot of Super Bowl advertisements on February 12.
In the videos, Pharrell will appear in characters from the latest Netflix hits such as Army of the Dead, The Dune Games, Stranger Things, Bridgerton and others.
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This would not be the first time that General Motors promotes its cars in this way: the comeback of the Chevrolet Camaro was preceded by "Transformers" in 2007.
This is a common issue mainly among luxury car manufacturers.
BMW paid James Bond producers to have 007 drive a 750i in Tomorrow Forever, a Z8 in The World Is Not Enough, and a Z3 in Golden Eye.
Participation in the third film alone cost the Germans $25 million according to Bloomberg.
Land Rover also promotes its vehicles through the Bond films, which is mainly associated with Aston Martin models, the original car behind which Ian Fleming sat the spy in his books.
Ford tried to promote the Mustang through Back to the Future, but director Robert Zemeckis insisted on the DeLorean as the time machine, making it an icon.
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